The Problem
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A purpose-led superannuation fund wanted to improve acquisition across the consumer journey, from initial discovery and comparison through to onsite evaluation and online join. The fund had a distinctive values-led proposition, but needed to understand where consideration was being gained, lost or delayed before application.
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Our Methodology & Approach
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• Digital acquisition and join-form optimisation program across the attract and convert journey
• Natural behaviour research
• Remote usability testing
• Feature audits across desktop and mobile
• Moderated form comparison interviews
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Key Insights
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• Values-led positioning created strong interest, but needed to be paired more explicitly with mainstream decision drivers such as fees, performance, trust and ease
• Search and comparison contexts played an important role in the acquisition journey, making early messaging and third-party validation critical
• Prospects needed clearer proof that the fund could deliver both purpose and practical financial value
• A shorter join form felt easier and more mobile-friendly, while the longer form carried more complete functionality and reassurance
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Optimisation Recommendations
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• An acquisition roadmap linking discovery, onsite decision support and join-form optimisation
• Search and SEO messaging refinements connecting the values proposition with low fees, superior returns and trust
• Homepage, investment and fees content improvements to better support comparison and decision confidence
• A streamlined form experience, supported by clearer entry points, validation and reassurance
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Results
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• Pinpointed the moments in the journey where strong consideration was not converting into final choice
• Clarified how the fund could turn values-led appeal into improved acquisition performance
• Developed an implementation roadmap to improve search visibility, trust signals, comparison support and application completion.

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