CARD.com acquisition website

Task

Acquire customers looking for an online banking experience that lets them represent their passions, affordably and reliably.

Target customers

• Millennials
• Underbanked
• Brand enthusiasts

Design challenges

Brand discovery. Scale across an unlimited number of partner brands, with room for brand heroes, promotions and a fully branded experience.

Conversion. Meet our needs, partner brand guidelines, Visa and Mastercard requirements, and federal banking requirements, all while minimizing acquisition cost, mobile-first.

Key pages

• Home page and card gallery
• How it works, FAQ and trust building
• Sign-up, including branded sign-up pages
• Post-acquisition: confirmation, a push toward direct deposit, an in-page survey to identify valuable customers, and an OAuth conversion test

Research and testing

• Competitor research for variation ideas and common practice
• A/B and multivariate testing of key pages
• A testing culture across data science, engineering, marketing and design, with regular testing discussions