Optimizing the mortgage calculator tool to drive an additional £500k p.a.

“Contentsquare is at the heart of our decision making process. Since it’s been introduced to the bank, it has rapidly become one of the key tools we use to prioritize wins for the business and for the customer. Without it, we would have missed a lot of opportunities. It has more than paid its own way and I’m sure it will continue to do so.”

Nathan King

Digital Experience Manager


The Mortgage Calculator Tool is a crucial first step in helping customers on their home buying journey, enabling users to get an agreement in principle (AIP) online. With over 2.5m completions in the tool in 2020 alone, AIPs are the lifeblood of NatWest’s mortgage business. Any small incremental gains would be massively magnified, so it was important to remove any UX barriers to completion.


Contentsquare analysis revealed that the ‘compare’ functionality, while backed up by user research, was only being used by 6% of customers. Contentsquare recommended relegating links to this feature and instead increasing the prominence of the “Get an Agreement in Principle” CTAs throughout the journey.


The changes were implemented off the back of Contentsquare’s recommendation, including:

  1. Shifting the Add for Comparison button across and adding a direct link to “Get an Agreement in Principle” next to the main CTA

2. Adding a New product navigation, rolled out to the Apply journey, with the primary CTA to “Get an Agreement in Principle”


+20% customers completing AIPs

+£100-150K per annum

+£500K estimated additional revenue

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