Loan Eligibility Landing Page CRO

The Challenge

DhanLAP's loan application landing page led with a long, multi-field application form before a visitor had any sense of whether they'd even qualify. That friction was costing qualified traffic - landing page conversion sat at 5.6% and bounce rate was high at 52%.

What I Did

• Replaced the upfront application form with a short "Check Your Loan Eligibility" flow
• Reduced the number of required fields before showing an eligibility result
• Restructured page layout and messaging to lead with eligibility, not paperwork
• A/B tested the new flow against the original application-first layout
• Fed qualified sessions into GA4 and CRM for downstream lead scoring

Outcome

Landing page conversion improved from 5.6% to 7.0%, a 25% lift in lead-to-conversion rate. Bounce rate dropped from 52% to 41% - a 21% reduction - as visitors could see their eligibility before committing to a full application.

Tools Used