Jaja Finance
Increasing customer conversions with clearer numbers.
Jaja, a digital-first credit card company, partnered with Plain Numbers to simplify and strengthen its credit card application journey for customers – across both its own brand Jaja Vanta Credit Card and the Asda Money Credit Card.
The goal? To make it easier for customers to understand key information and boost engagement - all while staying within regulations.
“The work we’ve done with Plain Numbers really supports what the FCA is asking for -clearer, more understandable communications that genuinely help customers.”
The scenario
Jaja wanted to take a fresh look at its credit card application journeys to make access to credit simple, fair and efficient for its customers, especially in areas where numbers and financial concepts play a crucial role in shaping a customer’s decision making.
Jaja’s aims:
Make sure customers felt confident in their financial choices
Increase applications and conversions throughout the journey
The approach
Jaja’s product and design teams completed training in the Plain Numbers Method. With this new skillset and ongoing support and advice from their Partnership Manager they used the method to:
Prioritise the most important information
Simplify complex numbers and calculations
Write in clear, relatable, human language
“It’s about having that curiosity and that drive to make it understandable and the best it can be for the customer,” said Alina Tamciuc, Product Designer, Jaja.
Click on the image to view the detail.
“You have to think, what’s relevant to the customer here, so that they’re confident that this is the right choice for them. That’s the key thing.”
The outcome
The changes made using the Plain Numbers Method led to:
A clear increase in people moving through the application journey.
On the Asda Money Credit Card journey this included the number of people who clicked on ‘consent to soft check’ increasing from 90.9% to 92.2%.
Also, the number of people who progressed to the credit agreement screen saw an increase from 87.9% to 89.3%.
Positive feedback from internal teams, with designers and product owners recognising the improved flow and clarity.
“It’s been great to see more customers having their borrowing needs met. There were fewer people dropping off at the start, and we saw a noticeable increase in customers getting through to the next key step.”
Dan Roberts, Product Owner, Jaja.
Final thoughts
Jaja’s experience highlights the value of clear numbers in communications in driving better customer outcomes – customers should understand their credit choices and be able to choose the best option for their situation.
And this can also deliver improved business performance.
A win-win.
Numbers shape what people understand, how they make decisions, and who they trust.
Get them right, and you can unlock a whole new level of clarity, confidence, and connection with your customers. We can show you how.