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Brex’s ‘Early-Adopter’ Obsession
1.
‘CORPORATE CARD FOR
TECH’ Clearly the Early Adopters & Power Users Homepage
2.
SOCIAL PROOF &
CREDIBILITY well-known tech companies that Homepage
3.
NO PERSONAL GUARANTEES Clearly
the #1 Fear/Concern with most visitors. Homepage
4.
Homepage FIXED STICKY HEADER WHEN
SCROLLING Clearly the #1 Action on the User Journey
5.
Homepage MAIN BENEFITS &
PERKS Adding more value and removing conversion anxiety.
6.
Homepage Appeal to Persona
1: ‘The StartUp’ ... #1 benefit is the 10-20x higher limits and tailored rewards program
7.
Homepage Appeal to Persona
2: ‘the Ecommerce Co’ ... #1 benefit is 60-days interest free and dynamic limits.
8.
Homepage Appeal to Persona
3: ‘the Life Science Co’ ... #1 benefit is ‘Accelerate R&D’ and ‘Rewards’ built for life sciences
9.
Homepage MORE SOCIAL PROOF Credibility
Markers help drive conversions & are important for a new financial services company
10.
SIGN UP Step 1 WORK
EMAIL REQUESTED IMMEDIATELY Allows nurturing campaigns if the visitor abandons before submitting an application.
11.
SIGN UP NO PROGRESS
METER May increase anxiety about how many other steps are required to submit an application.
12.
PLANS PAGE CLEAR OFFER
OPTIONS Appeal to different user types with different needs.
13.
APPLICATION PROCESS Progress Meter &
Clear Steps to Completion Transparency about level of effort usually reduces abandonment
14.
APPLICATION PROCESS ‘Estimated Time Remaining’ Timer Additional
transparency about required effort helps reduce abandonment.
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