How Contentsquare helps increase conversions on FinServ sites with intelligent insights

As acquisition costs climb and customer attention shrinks, Financial Services (FinServ) companies are under immense pressure to deliver exceptional digital experiences that convert. 

This guide shows you how to make the most of every visit with 5 proven strategies to deliver seamless, personalized experiences that create exceptional customer experiences and ultimately drive conversions.

Key conversion data points in Financial Services

Here’s a look at the current conversion landscape for Financial Services from Contentsquare’s 2025 Digital Experience Benchmarks report:

• Overall conversion decline: conversion rates are down -6.1% year-over-year across FinServ sites, affecting both new and returning visitors

• Desktop users are more likely to convert: Users on desktop devices converted at a higher rate (3.81%) compared to mobile users (2.03%)

• New customers struggle most: Conversion among new visitors declined by -7.4% year-over-year, making them the hardest group to convert

• Paid vs. unpaid conversion: Paid traffic converted significantly lower at 1.83%, compared to 2.66% for unpaid traffic

5 Contentsquare strategies to drive higher FinServ conversions

Conversion isn't a single moment; it's the result of dozens of small steps going right. By taking targeted action to improve these small steps along your customer journey, you can move more users from a single visitor to a driver of real value. 

The following 5 strategies, powered by Contentsquare, can help your FinServ institution achieve higher conversion rates.

1. Acquire high-value traffic

Getting people through the digital door is harder, and more expensive, than ever. Since nearly 9 in 10 visitors bounce from paid social channels, focusing solely on first clicks won't deliver results. You need to focus on quality acquisition and make those first moments count.

Contentsquare helps you shift your focus to high-value traffic. With Acquisition Analysis, you're able to understand how visitors arrive from different channels and track behavior across multi-session journeys and different devices. This immediately reveals what sources led to higher bounce rates or deeper sessions, allowing you to focus your budget where it delivers the most value. 

Furthermore, Contentsquare’s Benchmarks capability helps you compare how your traffic channels perform against industry peers. This competitive insight helps you identify if and where your acquisition strategy needs to shift.

2. Boost engagement and consumption

As attention becomes harder to earn and consumption falls (down 11.3%), engagement becomes your new conversion lever. That starts with understanding what content’s engaging, what’s being skipped, and how different audiences interact with your site.

Contentsquare helps you deepen engagement across visits in several ways. You can use heatmaps analysis to find out what content gets seen and what gets skipped. This shows what areas of your pages drive engagement or contribute to conversions, allowing you to elevate high-performing elements and restructure layouts so users find the right content at the right time.

Since visitors engage with your site in different ways, you shouldn’t treat them all the same. Use segmentation features and lifetime metrics to deliver personalized experiences and surface relevant content more quickly. For instance, new visitors might need product comparisons, while returning visitors likely want quick access to account management. 

You can test and iterate with confidence by leveraging Contentsquare’s User Tests to watch how real users interact with critical content, like application forms or mortgage calculators, ensuring the experience you deliver matches user needs. If you're experimenting with new designs, you can even use prototypes testing by integrating a Figma link directly into your user tests.

3. Eliminate subtle moments of friction

Frustration is widespread in FinServ, impacting nearly one-third of sessions. The most costly issues aren’t always obvious errors; sometimes they’re subtle moments of friction, like confusing design elements or complicated forms. Contentsquare helps you proactively monitor, replay, and optimize the experience before a customer hits 'exit'.

You can watch where users struggle using Session Replay to see exactly how users behave when something goes wrong, filtering by error type or behavioral signals like rage clicks.

💡Pro tip: save hours of watching replays and get AI to diagnose the issues fast with Session Replay Summaries. Sense, Contentsquare’s AI, automatically distills single or multiple user sessions into a concise overview so teams can quickly find user experience (UX) insights and friction points without sifting through hours of footage.

Because not all friction is equal, you can prioritize fixes by business impact using Impact Quantification and frustration scoring, which helps you identify where pain points are most impacting conversions or revenue and prioritize fixes that’ll make the biggest difference. Stay ahead of issues with real-time alerts that you can integrate into your team’s workflow tools (like Slack or Jira) to act quickly when frustration signals spike. 

You can use AI Alerts to automatically detect unusual variations over time, which often proves more reliable than fixed thresholds, as it accounts for trends like seasonality.

4. Let AI streamline conversion analysis

Conversion optimization requires deep analysis, which can often be complex and time-consuming. Contentsquare's AI, Sense, gives you a market edge, helping you act faster and with more confidence.

You can Chat with Sense using the chat interface to ask questions in natural language, like "What is my conversion rate this week?" or "What changed last week that could impact my Net Promoter Score® (NPS®)?". Sense immediately provides crystal clear, revenue-driving insights, recommendations, or can even build funnels, segments, or cohort analysis for you. This makes complex analysis approachable for everyone, even if you have limited experience with analytics tools.

You can also analyze high-converting journeys by segmenting users who completed high-value actions (like ‘Apply online’ or ‘Get a quote’) and running a Journey Analysis to see what led them there. By using AI to analyze behavior before and after a release, you can fuel product decisions and prioritize your roadmap with confidence. Additionally, you can identify conversion drop-off points by conducting funnel analysis to identify exactly where users abandon high-intent journeys, such as application forms or logins. You can easily visualize drop-offs and leverage the platform’s Session Replay capability to understand the friction points like usability issues, technical errors, or confusing user interface (UI) elements that cause users to leave before completing their intended action.

⚡️Real-life success story: how FLOA increased conversion by +60% with Contentsquare

FLOA, one of France’s top payment instalment providers, wanted to optimize its lifetime warranty page to drive new customer acquisition. It turned to Contentsquare for help.

Since 80% of the company’s traffic and conversions came from mobile, FLOA focused on a mobile-first approach. Using Contentsquare’s Experience Analytics product, the company identified key optimization areas for its lifetime warranty page.

The company streamlined the visual transition between FLOA and their insurance partner's platform to reduce friction in the sign-up journey, and redesigned the page to better promote the conversion path. 

These targeted improvements not only boosted conversions by +60% but also drove +23% more traffic into the conversion flow and reduced bounce rates by 4%, demonstrating how strategic placement of conversion tools and removing journey friction can dramatically impact financial services acquisition.

Read the full case study here

5. Connect behavior with customer feedback using Voice of Customer

Conversion success often hinges on understanding why users behave the way they do. Contentsquare’s Voice-of-Customer (VoC) product connects quantitative behavior analytics with qualitative customer feedback.

You can launch targeted surveys instantly using Sense to create targeted surveys in seconds simply by describing to the AI your objective in natural language. This dramatically reduces the time required to gather actionable feedback. Understand the root cause of conversion drops by setting up exit-intent surveys to capture feedback just before visitors leave your site, helping you reduce bounce rates.

If you receive a vague response from a customer in a survey, you can jump straight to the related session recording to gain context and see their behavior leading up to the feedback, bridging the gap between customer feedback and user behavior. You can also quantify the impact of feedback. Once you spot an issue mentioned in survey responses, use Sense to get summary reports and sentiment analysis to identify common themes and automatically tag responses. Then, create a segment of users based on that negative feedback and use Impact Quantification to analyze the business impact, ensuring you prioritize the most critical fixes.

Drive smarter conversions with Contentsquare

Your success begins and ends with the customer journey. With intelligent insights at your fingertips, you have the ability to turn routine journeys into high-impact ones that drive higher-quality traffic, lift conversions, and build more memorable experiences.