How Contentsquare helps increase engagement on Financial Services sites

Engaging customers on financial services (FinServ) sites has never been more critical. With acquisition costs rising and attention spans shrinking, every digital interaction needs to deliver value and build trust.

This guide shows you how to boost engagement on your financial services site—while showing how Contentsquare empowers you to turn every moment into measurable impact.

Key engagement data points in Financial Services 

Understanding how customers interact with your digital platforms is crucial for fostering engagement. Here’s a look at the current traffic landscape for Financial Services from Contentsquare’s 2025 Digital Experience Benchmarks report.

• Traffic is shrinking: overall traffic to FinServ sites dropped -4.3% year-over-year in 2024

• Engagement on desktop and mobile is falling: content consumption, scroll rate, and time on site all dropped year-over-year in 2024, with content consumption on desktop the worst at -9.5%

• High bounce rates persist: an alarming 56% of all sessions on FinServ sites end in a bounce, meaning users leave after viewing only one page. For traffic from paid social channels, this figure climbs to 87.7% of visitors.

• Frustration is common: user frustration impacts 32.7% of FinServ sessions. JavaScript errors are the leading cause, affecting 13.1% of sessions.

• Loyalty is strong: despite challenges, 64.3% of FinServ users are classified as ‘promoters’, indicating positive experiences can translate into customer loyalty and brand advocacy

4 ways Contentsquare helps increase engagement on FinServ sites

Boosting engagement means understanding your users deeply, identifying friction, and delivering seamless, personalized experiences. Here's how to achieve that, powered by Contentsquare.

1. Make every click count: optimize content consumption

Your visitors are precious, especially with declining traffic and consumption trends. The goal is to keep them invested and exploring your product or services long enough to become loyal customers. 

With Contentsquare, you can see what truly captures attention on your site or app, and what gets overlooked.

Are users seeing your most important information? Contentsquare's Heatmaps capability allows you to visually understand how users interact with content on your pages. You can see which parts of your landing pages attract attention, drive engagement, or contribute to conversions. 

This insight helps you elevate high-performing elements and restructure layouts so users find the right content, in the right place, at the right time.

For financial services websites, Heatmaps is particularly valuable for optimizing critical elements like loan application call-to-actions (CTAs), product comparison tools, and self-service resources. Heatmap analysis helps identify which features truly drive customer progression vs. those that may be creating unnecessary friction. 

By understanding how visitors navigate complex financial products and services, you can streamline pathways to key actions like completing applications, accessing account information, or finding support resources. 

⚡️Real-life success story: How Leeds Building Society used Contentsquare to increase conversion rate by +40%

U.K. financial institution Leeds Building Society wanted to know why their conversion rate was low on their site, comparative to competitor sites. The digital team turned to Contentsquare's platform to investigate. 

Using Journey Analysis, they saw users were getting stuck in a loop between product pages before leaving the site. Heatmaps analysis dived deeper, revealing users were getting frustrated by long, text-heavy pages with important details buried in the content.

Based on these insights, the company made data-driven changes to their website, including redesigning their page layouts and introducing a product comparison tool. This resulted in a remarkable +40% increase in average conversion rate, with some pages seeing a boost of +80%.

Read the full case study here

💡 Pro tip: Curate relevant, personalized experiences. Different visitors have different needs. While new users might be comparing products, returning customers might want quick access to their accounts. Use segmentation tools to personalize pages, surface relevant content faster, and tailor your messaging from the start.

2. Smooth out the rough edges: reduce user frustration

Frustration is a silent killer of engagement, impacting nearly a third of all FinServ sessions. With Contentsquare, you can proactively identify and resolve these subtle friction points before they drive customers away, keeping you one step ahead.

Financial journeys can be notoriously complex, which increases the risk of errors. With Contentsquare’s Session Replay capability, you can watch real user sessions to see exactly how they behave when something goes wrong. Filter replays by error type or behavioral signals like rage clicks to uncover recurring issues and diagnose their root causes.

Don’t have time to sift through hours of recordings? Contentsquare’s AI-powered Session Replay Summaries quickly highlight key behaviors, frustrations, and journey details, so you can jump straight to the most impactful moments. 

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

To try and drive new customer acquisition, FLOA, one of France’s top payment instalment providers, wanted to optimize its lifetime warranty page. To do this, it turned to Contentsquare.

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 and fixed 3 key issues: 

• Updated the page's visual identity to be more consistent with their brand

• Promoted the sign-up journey

• Moved a credit calculator to a more visible location 

These changes led to a +60% increase in overall conversion in just one month.

Read the full case study here

A simple way to make sure your website isn’t causing frustration is to conduct user tests. With Contentsquare's User Tests capability, you can watch how real people use your forms, product pages, or calculators. You can even test early designs and prototypes before you build them, saving time and money—especially helpful for financial institutions that need to test complicated loan applications.

Not all friction on your financial services website has the same impact on your bottom line. Using Contentsquare’s Impact Quantification and frustration score, you can find the problems that are hurting your business the most. For example, a confusing loan application form might cause 30% of users to leave, directly costing you revenue. How much? Impact Quantification helps you put a dollar value on these issues so you can direct the most impactful fixes first.

With Speed Analysis and Error Analysis, you can get ahead of site performance issues like slow load times or API failures to smooth out friction points hurting your business. Contentsquare’s AI Error Summaries provide clear, non-technical explanations of errors and their business impact, helping your team act swiftly to maintain trust.

⚡️Real-life success story: How The Conran Shop used Contentsquare to proactively find and fix a cart error

Global lifestyle and design retailer The Conran Shop used Contentsquare’s Error Analysis to proactively detect a JavaScript error on their cart page preventing mobile iOS users from removing items from their shopping basket. This was a technical issue that could have easily gone unnoticed without automated error monitoring.

Emma Hamilton, Web Development Manager at The Conran Shop, said her team then leveraged Session Replay to instantly visualize the friction customers were experiencing and Impact Quantification to measure the scope. They discovered affected users had a 29% lower conversion rate than those without the error, so they fixed the issue fast.

Frustration can spike unexpectedly. Set up real-time alerts within Contentsquare and integrate them into your team's workflow tools like Slack or Jira to respond quickly when signals shift. Contentsquare's AI-powered alerts can even detect unusual variations automatically, accounting for seasonality and growth trends to provide more reliable anomaly detection.

3. Guide users to success: drive conversions with smarter insights

In the financial services industry, conversions are the ultimate sign of effective engagement. To boost conversions, you need to optimize every step of the customer journey, not just the final goal. With Contentsquare, you can turn interest into action and drive more conversions.

Efficiency is your edge. Contentsquare's AI, Sense, acts as your personal AI assistant, spotting conversion opportunities faster. You can ask questions in natural language and get instant charts, explanations, and recommendations—empowering your team to act with speed and confidence. 

Sense can even automatically summarize session replays to quickly diagnose drop-offs in your checkout flow and suggest fixes for common friction points.

Curious about Sense?

Watch this video for a better understanding of what Sense can do for your company.

To improve conversions, start by analyzing your highest-converting journeys to understand what success looks like. You can segment users who complete high-value actions, like 'Apply online' or 'Get a quote,' and then use Journey Analysis to see the paths that led them there. By using these insights, you can replicate effective paths across similar flows. 

You can then use Funnel Analysis to pinpoint where users are abandoning high-intent journeys, such as applications or logins, allowing you to focus your optimization efforts where they will have the most impact.

4. Build lasting relationships: foster retention and loyalty

Retention begins with the experience you deliver today. The most successful teams track what brings users back, stay agile to evolving needs, and act early when loyalty is at risk.

Staying close to your customers is fundamental to building lasting relationships. Contentsquare's Voice-of-Customer (VoC) capabilities, including Surveys, feedback widgets, and customer interviews help you maintain a continuous connection to what your users need and expect. These tools work seamlessly together, allowing you to collect feedback at every touchpoint of the customer journey and link responses directly to user behavior data for deeper context.

Contentsquare's Sense can even generate a survey for you, revolutionizing feedback collection by creating targeted surveys in seconds based on specific goals and automatically generating relevant questions that align with your objectives. Using sentiment analysis and topic detection, Sense produces summary reports from your survey responses within minutes, helping you anticipate changes and build experiences users will return to.

Understanding successful retention patterns requires deep visibility into how users interact with your site over time. Contentsquare's Advanced Journey Analytics allows you to map comprehensive user journeys across multiple sessions and devices, revealing the paths that lead to repeat visits and long-term engagement. This capability extends beyond traditional single-session analysis, providing insights into how users return and evolve their relationship with your brand over time.

Contentsquare’s Product Analytics complements this view by offering a comprehensive understanding of user behavior patterns, feature adoption rates, and churn indicators across different sessions, channels, and devices. Together, these products help you identify the key touchpoints that drive customer lifetime value (CLV) and optimize experiences that encourage users to return.

The future of customer loyalty is about predicting when a user might leave before they actually do. Contentsquare's AI-powered insights can spot subtle signs of disinterest by analyzing user behavior, flagging when a user’s engagement starts to drop, giving you a chance to improve their experience and prevent them from leaving.

Turning engagement into lasting growth

Attracting traffic to your financial services site is only half the battle. The real challenge lies in keeping visitors engaged. Success depends on knowing what captures their attention and guiding them to what they need. By mastering the digital experience, you earn trust and loyalty that fuels long-term growth.