‍The Problem

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One of Australia's leading superannuation funds engaged Global Reviews to identify how to improve performance across the full digital member acquisition and servicing journey. The core challenge was improving conversion from awareness to final preference while simultaneously uplifting the maturity and usability of digital servicing channels.
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Our Methodology & Approach

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• Unmoderated usability testing
• Clickstream and behavioural analysis
• Search and comparison-site analysis
• Visual stimulus testing
• Feature audits and member portal usability testing
• Segmentation analysis and competitor benchmarking
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Key Insights

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• Lack of visibility in search and low brand familiarity emerged as key barriers to conversion
• Comparison websites materially improved consideration, shortlisting and conversion rates
• Homepage visual stimulus scores declined as additional content blocks and CTAs were introduced. Participants described it as cluttered and lacking clear starting points for people looking to switch funds
• Desktop servicing experiences performed materially better than mobile web and app environments
• Investment Strategy and Transaction History emerged as the highest-value feature categories for members overall.
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Optimisation Recommendations

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A prioritised roadmap for acquisition, conversion and servicing optimisation across desktop, mobile web and app environments including:

• Homepage simplification and CTA rationalisation
• Greater emphasis on fees, investment returns and trust signals within acquisition journeys
• Expanded search and comparison-site visibility strategies
• Enhance retirement and transition-to-retirement content to align to search intent
• Align member features and prioritisation based on desirability modelling
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Results

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• Achieved the highest final preference score of all brands benchmarked, doubling year-on-year
• Became one of the strongest-performing funds within comparison-site-led acquisition journeys
• Improved search visibility, organic ranking while reducing SEM spend
• Improved conversion rates and servicing maturity