Accelerating the delivery of new digital initiatives with confidence
Success Story Financial Services
Leading Community & Commercial Bank Optimizes the Online Customer Experience to Increase Small Business Loan ApplicationsApexon simplifies the online application process to build prospect pipeline 
This bank is a full-service community and commercial bank serving small and medium-sized businesses, financial sponsors, and consumers.
The bank was looking to increase its online presence and traffic in order to stimulate and identify potential leads for banking services, and small business loans. But it was having difficulty engaging prospects and customers online due to an outdated web experience and difficult online loan application process.
The bank engaged Apexon to help improve the user experience on its website and its online loan application process. By putting the user’s needs first in the UI/UX redesign process, Apexon helped the bank optimize the user experience and streamline the online application.
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#1 SBA Lender in Illinois
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#2 Lender nationally*(*National ranking: Ranked by the U.S. Small Business Administration by volume FY2020)
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Nearly $6.5 billion in assets
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Over 40 branch locations in Chicago and Milwaukee metro areas
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Neighborhood community partner for over 100 years
the Results
Key Outcomes
Streamlined Loan
Application Process
Application Process
73% Online Lead
Conversion Rate
Conversion Rate
Increased Customer
Satisfaction
Satisfaction
Go Digital
Be digital
Creating the infrastructure and foundation to scale digital initiatives
Evolve Digital
Leveraging data and analytics to continuously improve digital delivery processes
The challenge
Capitalizing on potential prospect leads
The bank was looking to increase its online presence and traffic in order to stimulate and identify potential leads for its banking services. But they were struggling to engage prospects online due to a poor website user experience. Even when users did engage, there were additional obstacles:
Poor first interactions on the website were discouraging customers from making the website their preferred service channel
Applicants were required to provide a lot of sensitive information that many were hesitant to submit online
The site needed a significant update to make the customer interaction more seamless
The Solution
Creating a better user experience for the bank’s customers
The Apexon engagement focused on several key areas:
One was the complete redesign of the bank’s form submission interface by Apexon’s UX team. The redesign eliminated unnecessary data entry fields, simplified website navigation, enhanced iconography, and reduced clicking and scrolling. To accommodate the increased influx of customer data that came along with increased online usage, Apexon integrated the data input into Byline’s nCino CRM system. A single, secure, and comprehensive cloud-based solution, nCino supported a streamlined process for receiving, managing and organizing potential leads.
Apexon also took the bank’s website completely into the cloud with Amazon Web Services (AWS). Because of the sensitive nature of Byline’s business and its customers’ data, Apexon incorporated a number of security initiatives and firewalls to safeguard the data. Creating four state-of-the-art, industry-focused Tableau dashboards that track KPIs pertaining to revenue, production, effective headcount and marketer performance.
Some of the other key deliverables included:
73% online lead conversion rate As a result of increased online traffic and lead generation
Simplified submission process By reducing the content needed to apply online
Increased customer satisfaction As a result of better online UX
