Conversion increase of 14% in the Dutch Mortgage Market

“People want to buy a house, but not necessarily a mortgage. Consumers often find the mortgage market challenging and opaque. We aim to make it easier and clearer so people can always make the right choice. WUA mapped out the customer journey and provided concrete improvements for our website. With these insights, we improved our key conversion rate by as much as 14%.”

Jan-Willem de Ruiter
Online Marketer at Frits

Frits doesn’t have the same recognition as major brands. “First-time buyers often start at their own bank,” says Jan-Willem. “But banks don’t provide independent advice. We believe the market needs to be fairer. If you want the best mortgage and also understand how it works, you choose Frits.”

Jan-Willem oversees the findability and conversion of Ikbenfrits.nl. Key KPIs include website traffic, conversion to the first free consultation, and the use of various tools. “We’re all about the numbers—both for our customers and improving our website via A/B testing. Having previously worked with WUA, we chose a Website Experience Deep Dive in late 2023. This performance benchmark with key competitors revealed improvements to enhance our customer experience.”

200 Consumers Searching for a Mortgage

WUA’s Website Experience Deep Dive compared Frits.nl with three competitors, involving 200 consumers. Menno Hoek, Head of Sales at WUA, explains: “We begin with a kick-off to align the panel scenario and competitors. After fieldwork, we provide first findings that visualize results and core themes for further development.”

For Frits, the core themes were brand perception and product offer. “The Deep Dive surprised us with so many actionable points. You become blind to your own website. The beauty of this research is that it maps customer experiences—what stands out to them, their impression, and who they would choose. It gave us valuable insights and clear recommendations.”

From insight to action

The recommendations were presented in an interactive session involving the entire team, including the director. “We prefer in-person multidisciplinary sessions with digital teams and stakeholders,” explains Menno. “We compare click paths, show consumer feedback on seven key dimensions, and translate this into concrete improvements.”

“The team prioritized recommendations using a matrix of high/low impact and effort. Quick wins, such as moving an introductory video higher up on the homepage, were tackled first. A/B tests verified the impact, and the team later improved the usability of the mortgage calculator.”

Higher conversions and improved CX

The adjustments delivered tangible results: a 12% to 14% increase in homepage-to-appointment conversion and 10% more completed mortgage calculations. “These results are directly tied to the Experience Deep Dive. We clearly measured the outcomes, with improved NPS scores indicating an enhanced customer experience,” says Jan-Willem.

“Frits managed to make a big impact with a small team in a highly competitive market,” notes Menno. “At WUA, we thoroughly analyze the market, but it’s only when our insights are actually implemented that you can truly gain market share. At Frits, they immediately recognized the value of this and improved the customer experience in the most essential areas, which led to tangible results.”

Helping customers make the best choice

Success for Frits means helping more people secure the right mortgage. “Don’t just settle for the first bank that comes to mind,” concludes Jan-Willem. “We compare all providers, even those we can’t directly offer, ensuring customers get the very best deal for the long term.”

Frits will certainly continue to use WUA’s services, concludes Jan-Willem. “We are both data-driven, and it’s a pleasure to communicate and collaborate with WUA. The Experience Deep Dive was truly thorough, and the outcomes were very hands-on: after delivery, we had a concrete action plan that allowed us to make immediate progress. WUA is the best choice for us!”