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Personalized experiences for returning users

Targeted returning users with a one-page application.

The Splash one-page application, greeting a returning applicant by name with their loan amount, purpose, and personal details already filled in.

Single-question-per-page flows can be excellent for new users who might be unsure if they are ready to complete a full application. But after talking to returning visitors who had applied before, it was clear the same flow felt like punishment and like users were constantly reintroducing themselves to someone they met before.

Introducing our one-page application form with prefilled but editable fields to previous applicants increased returning-user conversion by reducing clicks and simplifying their application process.

Company
Splash
Role
Product Manager
Timeline
2 months from design to launch1 month A/B test