Trust Bank Boosts New-to-Bank Onboarding by 5.7% with Smart CRO Optimization
5.7%
Uplift in overall conversion rate
4.2k+
New-to-bank users onboarded monthly
About Client
Trust Bank is Singapore’s first fully cloud-native digital bank, created through a strategic partnership between Standard Chartered Bank and the FairPrice Group. Launched with the vision to redefine digital banking, Trust Bank integrates global financial expertise with deep local insights to deliver simple, secure, and rewarding experiences.
In just a short span, Trust Bank has earned strong brand equity and rapid adoption, attracting thousands of downloads with its customer-first approach. Its mission is clear: make everyday banking effortless while offering transparency, trust, and innovation that resonates with modern digital-first consumers.
Business Challenge
While app adoption was strong, Trust Bank noticed significant drop-offs at the very first screen of its mobile onboarding journey. This early friction risked losing high-intent new-to-bank (NTB) users before they could even explore the bank’s offerings.
Key challenges included:
- A prominent “Existing Customer? Login” button placed at the top, which often misled NTB users and caused premature exits.
- Product cards without clear CTAs, creating confusion on how to begin the application process.
- High-intent disengagement, with potential customers abandoning before completing onboarding-negatively impacting NTB acquisition volumes.
Business Impact
The redesigned onboarding screen lifted conversion rates by 5.7%, driving an additional 4,200 new-to-bank users monthly and improving the overall onboarding experience.
“Although it’s a small change, it happened on the first screen after user downloading our app, hence having significant impact to the business results. When the journey was designed and tested internally, we couldn’t easily tell what could go wrong, but once we started to monitor the data and investigated deeper, improvement areas became obvious. This is the power of data-driven approach in product design, and we will continue to iterate our customer experience for x10 better with Tatvic’s support”
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