Fattmerchant needed more from its website than a list of services. As a merchant services and payments provider, it was selling in a category where buyers assume every processor's pricing page is hiding something.
That's the setup behind this fintech website case study: a site rebuilt around what a skeptical buyer wanted to know before filling out a form, not around what the company wanted to say about itself.
What This Fintech Website Case Study Actually Changed
The rebuild didn't touch the product. It touched three things a visitor sees before deciding whether the site is worth trusting with their contact details.
Fattmerchant built landing pages for each type of buyer it sold to, instead of one generic homepage trying to speak to all of them at once.
It added a savings calculator, built the way a real web application gets built rather than bolted on as a widget. That let a business owner estimate their own savings from switching processors, using their own numbers.
It also rewrote the site's blog to explain how payment processing pricing actually works, rather than running content as an afterthought.
| Change | Measured result |
|---|---|
| Persona-specific landing pages replacing one generic homepage | Helped drive lead generation up 5x within seven months |
| Public savings calculator using the visitor's own numbers | Generated 382 qualified prospects on its own |
| Inbound content rebuilt around buyer questions | Sustained roughly 150 marketing-qualified leads a month |
Why Financial Services Sites Lose Leads Before the Form Loads
Most sites lose the majority of visitors who start signing up before they finish. Baymard Institute's research across fifty ecommerce studies puts the average checkout abandonment rate at just over 70%.
Its own review of documented usability fixes found that a large site can gain up to a 35% lift in conversion by fixing what the interface gets wrong, without changing the product underneath it.
A fintech sign-up funnel isn't a shopping cart, but the principle carries over. Fixing what the interface gets wrong before touching what the business actually sells is squarely UI/UX work: rethinking flow, copy, and what the visitor needs to see first.
None of Fattmerchant's three changes touched pricing or the underlying service. All three reduced the number of things a visitor had to take on faith before converting.
How to Apply This to Your Own Fintech Lead Generation
Photo by https://kaboompics.com/ on Pexels
Start by mapping who actually lands on the site, rather than assuming one page can serve all of them. A first-time buyer and a returning one need to see different things first, and a homepage written for both usually convinces neither.
A calculator or interactive tool works because it lets the visitor do the math themselves instead of trusting a number handed to them. Treat it as a real feature, not a marketing gimmick bolted onto the homepage after the fact.
None of that matters if the leads it produces go cold. A calculator generating hundreds of prospects a month needs a follow-up system that responds before the visitor closes the tab.
That's where automated, personal-feeling follow-up earns its keep. Pair it with a digital marketing and growth plan built around the site's actual traffic, and guesswork gets replaced with something you can repeat the next time a page underperforms.
Cover photo by Yan Krukau on Pexels
Sources
- 50 Cart Abandonment Rate Statistics — Baymard Institute
