About Kotak Securities

• Kotak Securities, a part of Kotak Mahindra Bank Ltd, is a leader in the capital market. They provide user-friendly technology platforms that help investors access research insights and make informed decisions. They aim to deliver a seamless experience that enables investors to confidently explore the financial markets.

Objective

Kotak Securities focused on the following key objectives to improve their website’s performance and boost customer conversions:

• Analyze user behavior to identify and address pain points.
• Enhance website usability Enhance website usability by implementing Conversion Rate Optimization (CRO) strategies.
• Improve conversion rates by optimizing CTA placements.
• Launch a referral program to increase new account sign-up.

Solutions

To fulfill these objectives Kotak Securities teamed up with NotifyVisitors to use their CRO software. The following solutions were designed and implemented to optimize their website and boost results:

• Redesign of the “Join Us” Page: The “Open an Account” button was moved to the lower right corner to match the natural reading flow, making it easier for users to take action, which later increased conversions.
• Improved CTA on the Home Page: The old yellow button was replaced with a more engaging red “Open an Account” button, helping users act faster and boosting conversions.
• Modification of the About Us Page: Buttons were updated to include a “Make an Account” dialog box, significantly increasing conversions.
• Referral Program Integration: A referral program was added to encourage current users to invite others, leading to more new account sign-ups.

Results

The CRO optimizations were implemented without changing the core website code and resulted in the following outcomes:

• 42% increase in user engagement
• 15% increase in new user account openings
• referral program saw more participation, bringing a steady stream of new users from existing customers
• Conversions improved without the need for extra advertising costs