Fintech Websites Performance and Conversion Report

We create customised websites and mobile applications supported by digital marketing campaigns for B2B and B2C
businesses. Using a data driven, structured approach because we know that by understanding the behaviour of your
customers, we deliver a website that supports your business goals.
STATE OF PLAY FINTECH WEBDESIGN REPORT 2016

www.modedaweb.co.uk
PRE REPORT INSIGHTS
This report brings many highlights to the fore but also raises a lot of questions about the industry as a whole. I’ve listed below
some of the things this report highlights:
• Websites score well for mobile responsiveness 94% and security 83%
• Websites score badly for overall performance 59% under 75 and SEO scores 52% under 75/100
• Websites score well in only 2 of 8 conversion metrics, having a blog 70% and calls to action 90%
• Not one other conversion metric scores over 30% across the websites graded
This report whilst focused on highlighting the issues across Fintech in
general is also supposed to spur the companies on to further look at
conversion from digital marketing activities.
If your company has invested in a content based marketing campaign or
social media then why have you not tried to capitalise in capturing data in
your website?
If you would like your website independently measured for performance
and some advice on how to improve please send us an email here

www.modedaweb.co.uk
WHO WE ARE
Modedaweb are a web design led Hubspot partnered inbound marketing agency
based in London.
We specialise in working with businesses in Finance, Technology and Construction
and Property and recently won an industry award with an Estate Agent.
I’m Paul Sullivan, the agency director and with over 13 years of financial services
experience, including several years in senior management at companies like UBS,
Morgan Stanley, JP Morgan and CSFB. I have the industry experience to find your
business the correct tone of voice within your marketing activities.
Utilising a data driven approach to both web design and marketing, we consider
ourselves the go to agency for Fintech and our other specialist areas for results from
conversion.
If you would like to talk to us please feel free to call in on +44 203 637 4425 or email
me directly here .
SOCIAL :
This report is copyright Modedaweb 2016 and cannot be reproduced or distributed without permission

www.modedaweb.co.uk
EXECUTIVE SUMMARY
It’s the biggest growth industry worldwide. It’s also one of the most heavily invested industries too!
Financial Technology and all it’s subsets, like Insurance Technology, are booming and filled with techies and marketeers. But
when it comes down to it, all digital activity is designed to direct traffic through your company website.
Fighting for customers online has always been notoriously difficult. With companies needing to create trust and breed familiarity
through web, social media and other forms of digital content before making sales of products or services.
This report looks at not only the technical quality of company websites in the global Fintech sector, but analyses them for
conversion opportunities. There’s no point in having a fantastic website that either performs well but scores low for SEO, or has
great performance and is well optimised, but doesn’t convert traffic once you get it there.
As an Inbound Agency from a web design background, Modedaweb are looking at how marketing and web design professionals
that either work at or partner Fintech businesses focus on creating opportunity and data capture in websites, as well as building
technically strong web platforms.
We look at trends, results and rank the best performers through to the underperformers and hopefully, this will give some of
those listed food for thought.

Performance
Metrics

www.modedaweb.co.uk
The 12 Metrics of Fintech Website Design & Development
HUBSPOT SCORING via website.grader.com MODEDAWEB conversion points of opportunity
Website Performance 30
Website Mobile Readiness 30
Website SEO 30
Website Security 10
Scoring Opportunity 100
Presence of a Blog 10
Landing Pages 10
Content Offers 10
Calls to Action 10
Content Personalisation 10
Exit Intent 10
Email / Newsletter Sign Up Form 10
Live Chat 10
Scoring Opportunity 80

www.modedaweb.co.uk
EXPLAINING THE HUBSPOT WESBITE METRICS
As a point of reference for the reader, we have identified the sub-factors for each of the four Hubspot website
metrics.
Website Performance Mobile Readiness Website SEO Website Security
Page Size Responsiveness Page Titles Presence of SSL
Certificate
Page Requests Viewports Meta Description
Page Loading Speed Headings (H1, H2, H3)
Browser Caching
Page Redirects
Page Compression
Render Blocking

AT FIRST GLANCE
OVERALL SCORE AVERAGES
At first glance, when looking at overall score
averages of the Hubspot website metrics and
the Modedaweb conversion metrics
separately, the Fintech sector seems to be
holding its own in terms of website metrics
(average 79%).
It appears quite weak in terms of conversion
metrics as a whole (average 28%) which
suggests a strong need for work in this area.
79%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Hubspot Website Metrics Modedaweb Conversion Metrics
Fintech
Overall score averages
www.modedaweb.co.uk

FINTECH SCORE AVERAGES
ACROSS THE FOUR HUBSPOT
WEBSITE METRICS
In looking at the average of scores for each
Hubspot website metric, we see that the
Fintech sector appears strong in mobile
readiness and website security (averages
97% and 80% respectively).
It appears weaker in website performance
and website SEO (averages 67% and 73%
respectively).
67%
97%
73%
80%
0%
20%
40%
60%
80%
100%
120%
Website Performance Website Mobile Website SEO Website Security
Fintech
Averages Across Hubspot Website Metrics
www.modedaweb.co.uk

Nomenclature Score totals
Great 90% +
Good 75% to 89%
OK 50% to 74%
CBI* < 50%
*CBI= Could be improved
Nomenclature used for score totals
FINTECH OVERALL WEBSITE SCORE DISTRIBUTION
Grade Categorisation Nomenclature
In this report, we have adopted the Hubspot grade
categorisation nomenclature in order to describe the overall
website scores for the Fintech sector websites analyzed.
A Fintech website score of 90% or better in all four Hubspot
website metrics is labelled Great, a score of 75% to 89% is
labelled Good, a score of 50% to 74% is labelled OK, and a
score below 50% is labelled CBI (Could Be Improved), as
illustrated in Table 1.
Overall Website Score Distribution
Overall score distribution across the four Hubspot metrics
shows that 69% of Fintech websites obtained an overall score of
75% or above.
20%
49%
26%
5%
Fintech
Overall Website Score Distribution
Great (90%+)
Good (75% - 89%)
OK (50% - 74%)
CBI (<50%)
www.modedaweb.co.uk

INDIVIDUAL FINTECH WEBSITE METRIC SCORE DISTRIBUTION
In looking more closely at what metrics contribute to
the overall scores, we see that the Fintech sector as a
whole is strongest in website mobile readiness and in
website security.
The distribution of website metrics scores illustrated
opposite shows that 94% of Fintech websites obtained
website mobile readiness scores of 75% or greater, and
that 83% obtained website security scores of 75% or
greater.
There is a noticeable weakness in website performance
and website SEO across the sector.
41%
94%
48%
83%
59%
6%
52%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Website Performance Mobile Responsiveness SEO Security
Fintech
Website Metrics Score Distribution
Score 75% and greater Score less than 75%
www.modedaweb.co.uk

WEBSITE PERFORMANCE
When looking at website performance, typically we are
talking about how fast it loads, is it responsive and well
optimised for SEO and how secure it is.
In that, we judge it like any other asset we can buy.
But performance should be expanded to cover
conversion.
If you have a well optimised product, service or person
(athlete, F1 driver) they all convert.
Your product speaks for itself, your service is advocated
by your buyers and your athletes convert their
performance after training as medals.
So whilst this part of the report focuses on the
performance as standard, the overall scoring in the
report looks at performance and conversion combined.
9%
48%20%
23%
Fintech
Website Performance Score Distribution
90%+ 75% - 89% 50 -74% <50%
www.modedaweb.co.uk

WEBSITE PERFORMANCE
As you can see by the pie chart here, overall Fintech
has high performing websites.
The industry probably gets a grade C+ across the board
for around a 56% high performance rate of Good to
Great.
At 56% whilst good, that shows that there is room for
improvement.
Those Fintech companies that score below 50% really
do have work to do. Some 23% of sites scored CBI*, to
ensure your visitors have an enjoyable experience on-
site you have to work at this aspect of performance.
These visitors are your potential customers and to have
them leave for performance issues, likely means they
will opt for service from your competitors. Not so good
in a competitive start-up industry.
9%
48%20%
23%
Fintech
Website Performance Score Distribution
90%+ 75% - 89% 50 -74% <50%
www.modedaweb.co.uk

WEBSITE MOBILE READINESS
94%
2%
4%
Fintech
Website Mobile Readiness Score Distribution
90%+ 50% - 74% <50%
VIEWPORTS
A viewport controls how a webpage is displayed on
a mobile device. Without a viewport, mobile devices will render
the page at a typical desktop screen width, scaled to fit the
screen. Setting a viewport gives control over the page's width
and scaling on different devices.*
*developers.google.com
RESPONSIVE WEB DESIGN
To capitalise on the current technological standards in web design,
businesses must have a responsive website.
Able to fluidly morph to fit the screen of the device of access
(Desktop PC, Laptop, Notebook, Tablet and Mobile Phone)
providing your user ease of access, “mobile first” is definitely the
way forward.
www.modedaweb.co.uk

FINTECH MOBILE READINESS SCORE DISTRIBUTION
The Fintech sector as a whole scores really well for
mobile readiness. In fact only 6 of the websites scored
less than maximum points (30) with two scoring 15 and
four scoring 0. That shows a fantastic 94% scored
Great!
This means only 6% of Fintech companies aren’t fully
mobile ready, something most of us would expect from
a tech focused industry.
As 94% of websites scored full marks, this is one
performance factor that is not a worry amongst
Fintech companies across the globe.
94%
2%
4%
Fintech
Website Mobile Readiness Score Distribution
90%+ 50% - 74% <50%
www.modedaweb.co.uk

WEBSITE SEO
What is SEO for websites?
Website SEO or On Page SEO as it is more commonly referred to is
the practice of optimising your page code and content for search
engine ranking.
The better your pages are optimised, the higher your ranking
should eventually become.
Because of search engine algorithms (especially Googles) simply
loading your pages and tags with keywords doesn’t guarantee you
results. Google especially is looking for your content to be
optimised but conversational and easy to read.
Images need alt-tags, headers need Header Tags and meta
descriptions should be clear and consise.
30%
18%
41%
11%
Fintech
Website SEO Score Distribution
90%+ 75% - 89% 50 -74% <50%
www.modedaweb.co.uk

WEBSITE SEO
META DESCRIPTION
The meta description is a ~160 character snippet, a tag in HTML,
that summarizes a page's content. Search engines show the meta
description in search results mostly when the searched for
phrase is contained in the description. Optimizing the meta
description is a very important aspect of on-page SEO.
Yoast.com
PAGE TITLES
Title tags are often used on search engine results pages (SERPs) to
display preview snippets for a given page, and are important both
for SEO and social sharing. The title element of a web page is
meant to be an accurate and concise description of a page's
content.
Moz.com 30%
18%
41%
11%
Fintech
90%+ 75% - 89% 50 -74% <50%
www.modedaweb.co.uk

WEBSITE SEO
SITE MAP
A sitemap is a file where you can list the web pages of
your site to tell Google and other search engines about
the organisation of your site content. Search engine web
crawlers like Googlebot read this file to more intelligently
crawl your site.
support.google.com
HEADINGS
HTML Header tags, as their name suggests, are used to
differentiate the headings and sub-headings of a page from the
rest of the content. These tags are also known to webmasters
as heading tags or simply header tags. The most
important heading tag is the h1 tag and least important is the h6
tag.
Woorank.com
30%
18%
41%
11%
Fintech
90%+ 75% - 89% 50 -74% <50%
www.modedaweb.co.uk

FINTECH SEO SCORE DISTRIBUTION
SEO across Fintech websites was not so good, with 52%
of websites scoring under 21/30, OK or CBI* (could be
improved).
From a marketing, search engine and customer
acquisition perspective we need to see a vast
improvement on SEO focus and spend.
Of that 52% thankfully 41% is in the OK rating leaving
11% of Fintechs scored to up their game.
30%
18%
41%
11%
Fintech
90%+ 75% - 89% 50 -74% <50%
www.modedaweb.co.uk

WEBSITE SECURITY
Presence of an SSL Certificate
Google as a search engine also ranks websites that have an SSL
certificate better than those that do not. Therefore whilst you may
not believe your website needs one, for SEO you should obtain one.
SSL certificates range upwards from £20 .
What is an SSL Certifcate?
SSL Certificates are small data files that digitally bind a
cryptographic key to an organisation's details. When installed on a
web server, it activates the padlock and the https protocol and
allows secure connections from a web server to a browser.
Globalsign.com
30%
18%
41%
11%
Fintech
90%+ 75% - 89% 50 -74% <50%
www.modedaweb.co.uk

FINTECH SECURITY SCORE DISTRIBUTION
Website security amongst Fintechs isn’t much of a
problem. As they offer financial services, it stands to
reason that nearly all posses an SSL certificate on their
website.
83% of websites score Great for security with only 17%
websites scoring 0 or CBI*.
It’s pretty much you either have one or you don’t, so
those that do not, buy one improve your rankings on
search engines. 83%
17%
Fintech
Website Security Score Distribution
90%+ <50%
www.modedaweb.co.uk

SCORE DISTRIBUTION BREAKDOWN AND DISCUSSION
In this section, we cross reference the results obtained by
Fintech websites for each metric with their overall Hubspot
metrics scores.
Why do this?
By looking at the weight that each metric carries within the
overall Hubspot scores obtained (Great, Good, OK, CBI), we
are able to see more accurately where the Fintech sector
websites are strong, and where there is work to do.
The averages and score distributions that we have seen so far
give us a first overview of Fintech sector website strengths
and weaknesses.
The breakdown of how individual metrics scores are
distributed within the overall score categories provides even
greater insights.
www.modedaweb.co.uk

HUBSPOT METRICS
A quick reminder of Hubspot overall scoring. Website
overall scores (that is, those that combine scores in the
four Hubspot metrics) are divided into four categories:
• websites that obtain an overall score of 90% and
above are given an overall score of Great;
• websites that obtain an overall score between 75%
and 80% are given an overall score of Good;
• websites that obtain an overall score between 50%
and 74% are given an overall score of OK;
• websites that obtain an overall score less than 50%
are given an overall score of CBI (Could Be
Improved).
www.modedaweb.co.uk

HUBSPOT INSIGHTS
So, what are these new insights?
This is where things get interesting. Remember the figures that we saw earlier:
the average website score for Fintech is 79%. Respectable.
Remember that 69% of Fintech websites obtained an overall score of Good or Great, which means that their website scored
overall at or above 75%. Wonderful.
Remember also that 94% of Fintech websites were mobile ready, and that 83% showed the presence of an SSL certificate.
Terrific.
It would then appear that the Fintech sector is relatively weaker in website performance and SEO and stronger in mobile
readiness and security, would it not?
www.modedaweb.co.uk

HUBSPOT INSIGHTS
Well, yes and no!
In looking at the score distribution breakdown for each metric relative to overall score, a few precisions emerge.
As expected, the websites that had an overall score of Good or Great show strength in nearly all Hubspot metrics. These
websites are not struggling. Yes, some improvements could be made here and there, but overall, good job.
What of the websites that are struggling?
A slightly different picture emerges than what might appear at first glance. The score distribution breakdown exercise shows a
surprising strength in website performance even for those websites with an overall score of CBI (remember, that means that
their overall score fell below 50%).
What?
Wait, is website performance not weaker than other metrics for Fintech websites? Yes, indeed it is, and surprisingly the
weakness lies with websites with overall scores between 50% and 84%. The very lowest scoring websites overall (CBI) are strong
in website performance. Interesting indeed.
Continued…
www.modedaweb.co.uk

HUBSPOT INSIGHTS
They are also strong in security.
The weakness for these websites lies in lack of mobile readiness and in poor SEO implementation.
There we have it. The numbers don’t lie. If you were still sceptical about whether or not to implement mobile readiness or SEO
for your website, please consider our findings.
The websites we looked at with an overall score of CBI would experience a massive jump in overall score by simply making their
websites mobile ready, and they would sky rocket by implementing sound on-site SEO.
The net result would be twofold: greater user friendliness and greater visibility online. Win-win.
www.modedaweb.co.uk

Fintech Website Performance Score Distribution Breakdown
Performance Mobile Readiness
0% 20% 40% 60% 80% 100%
Overall score CBI
Overall score OK
Overall score Good
Overall score Great
Fintech
Website Performance Score Distribution Breakdown
Performance Score 90 to 100%
Performance Score less than 50%
0% 20% 40% 60% 80% 100% 120%
Overall score CBI
Overall score OK
Overall score Good
Overall score Great
Fintech
Website Mobile Score Distribution Breakdown
Mobile Score 90 to 100%
Mobile Score less than 50%
www.modedaweb.co.uk

Fintech Website Performance Score Distribution Breakdown
SEO Security
0% 20% 40% 60% 80% 100% 120%
Overall score CBI
Overall score OK
Overall score Good
Overall score Great
Fintech
Website SEO Score Distribution Breakdown
SEO Score 90 to 100%
SEO Score 75 to 84%
SEO Score 50 to 74%
SEO Score less than 50%
0% 20% 40% 60% 80% 100% 120%
Overall score CBI
Overall score OK
Overall score Good
Overall score Great
Fintech
Website Security Score Distribution Breakdown
Presence of SSL Certificate
Absence of SSL Certificate
www.modedaweb.co.uk

Conversion
Metrics
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MODEDAWEB CONVERSION METRICS
In this section of the report we are looking at my eight points of conversion. These are opportunities for your Fintech
company to engage with and capture the data of your website visitors and turn them from visitors to leads.
The points of conversion for the sake of those reading this report are seen over page.
It is imperative that Fintech companies from start-up to maturity optimise their company website for opportunities to
convert their website traffic.
What is the point spending budget on marketing when the location that you draw your traffic doesn’t work for you. Just
because you get visitors to your website you won’t immediately convert that traffic. You wont! Especially if you have next to
no opportunities for those visitors to get involved even if they wanted to.
There are studied buying cycles of human nature and most are searching for information about their prospective purchase.
It’s your job to feed them that information as a service provider, but to capture their details as soon as possible to get your
company sales leads.
Lead nurturing is a process of obtaining website traffic, educating them about their problems or questions, providing
downloadable quality content held behind gated (data forms) on landing pages and then nurturing them with emails,
preferably automated marketing with tools like Hubspot.
www.modedaweb.co.uk

FINTECH SCORE AVERAGES
FOR THE EIGHT MODEDAWEB
CONVERSION METRICS
OVERALL SCORE AVERAGES
In looking at the averages of Fintech website
score for each of the eight conversion
metrics, we see strength in terms of
presence of a blog. (70% of Fintech websites
have links to a blog page).
In terms of presence of a call to action (90%
of Fintech websites have a call to action).
That’s strength in only two out of eight
possible conversion metrics.
70%
1%
10%
90%
0%
3%
30%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fintech
Averages for Modedaweb Conversion Metrics
www.modedaweb.co.uk

FINTECH CONVERSION SCORE DISTRIBUTION
Remember that the average overall conversion score for
Fintech websites was of 28%.
Yes, there is strength in presence of a blog and presence of a
call to action but, overall, the Fintech sector conversion score
average is dismal.
What then of the conversion score distribution?
If we apply the same overall score nomenclature to conversion
scores that we did for website scores (that is, Great, Good, OK,
CBI) we note a striking absence of Great and Good overall
scores.
Indeed, Fintech websites obtained overall scores solely of OK or
CBI.
www.modedaweb.co.uk
7%
93%
Fintech
Conversion Score Distribution
OK CBI

INDIVIDUAL FINTECH CONVERSION METRICS SCORE
DISTRIBUTION
Just for fun, and because we love charts, we plotted the
distribution of the overall score for each metric, grouping sites
with scores above and below the 75% mark.
We see that absolutely all Fintech websites obtained overall
scores of less than 75% for each of the eight conversion
metrics.
So, in terms of overall conversion scores (all metrics combined)
and in terms of overall scores for each conversion metrics, it is
clear that Fintech websites conversion scores are low.
www.modedaweb.co.uk
0%
20%
40%
60%
80%
100%
120%
Fintech
Conversion Metrics Overall Score Distribution
Score less than 75%
Score 75% and greater

PRESENCE OF A BLOG
Let’s now look at each conversion metric individually.
The Blog metric assesses the presence or absence of a link to a
blog on the website. For the purposes of this report, we do not
drill into data regarding blog link placement or content of the
blog.
The following data strictly addresses the presence or absence
of a blog and a link to it on the website. We will discuss blog
issues in a separate paper (or perhaps in a blog post!).
As a whole, the Fintech sector shows strength in terms of
presence of a link to a blog: the majority (71%) of Fintech
website do have a link to a blog.
www.modedaweb.co.uk
71%
29%
Fintech
Blog Presence Score Distribution
Blog Present Blog Absent

PRESENCE OF A BLOG
Although we do not include an analysis of blog links in this
report, we would like to say a few words about what we
observed regarding the placement of the link to a blog and
about what we found on blog pages.
On many Fintech websites, the presence of a blog was
indicated clearly in the form of a link located in the navigation
bar or as part of large content headers within the body of the
main page content.
The presence of a blog in these cases was made obvious and
the blog was therefore easily accessible to the user.
However, there were strikingly many sites where the presence
of a blog was discovered only by scrolling to the footer or,
worse still, by navigating to other pages (in one case to the
Contact Us page)
www.modedaweb.co.uk
71%
29%
Fintech
Continued …

PRESENCE OF A BLOG
where a link was discovered in small print, hidden between
other content, as if it were an afterthought.
In these cases, the design of the website is, in effect, hindering
the ease with which a user can discover that a blog with
valuable content is available to them.
On what we discovered on the blog pages, we will say just one
thing, and please do take notice: a blog is not a press release.
Far too many Fintech sites announce the presence of a blog
but, in fact, avoid the blog construct entirely by filling the
“blog” page with a series of press releases or by mixing press
releases and blog posts in a haphazard manner.
Think on this with regards to your own blog page. A press
release and a blog are two very different animals that serve
two distinct purposes. Please label each appropriately.
www.modedaweb.co.uk
71%
29%
Fintech

LANDING PAGES
www.modedaweb.co.uk
Landing pages are, for the most part, absent on Fintech
websites. A whopping 99% of Fintech websites do not have a
landing page present with gated content giving that business
a chance to convert its traffic by capturing their details.
If you don’t capture your visitors details, how can you then
nurture and sell to your prospects, you won’t have any.
It’s really shocking to see such a lack of activity in this area
from our selection of businesses.
1%
99%
Fintech
Landing Page Score Distribution
Landing Page Present Landing Page Absent

CONTENT OFFERS
www.modedaweb.co.uk
The Fintech sector as a whole is weak in content offers, with
content offers absent on 93% of Fintech websites.
Content offers when structured well offer a fantastic
opportunity to convert website traffic.
Ebooks, webinars and other content offers can be
downloaded when a visitor exchanges their details with you.
I saw a lot of freely available content that wasn’t held behind
registration forms losing the opportunity to convert.
7%
93%
Fintech
Content Offers Score Distribution
Content Offers Present Content Offers Absent

CALLS TO ACTION
www.modedaweb.co.uk
A whopping 92% of Fintech websites have a call to
action.
I was quite lenient here, as broadly speaking any bold
notification on a website asking you to perform a task
is a call to action.
However, some were far less bold and I would assume
someone being critical would actually have points to
raise on the quality of some of the aesthetics of said
CTA’s.
Be clear, be bold, ensure that they are seen.
92%
8%
Fintech
Calls to Action
Calls to Action Present Calls to Action Absent

CONTENT PERSONALISATION
www.modedaweb.co.uk
A chart is not really needed for this metric, but we love
charts, so here is what a 100% absence of content
personalisation looks like. Yes, that’s right.
All Fintech websites show a complete absence of content
personalisation is something that is really about conversion.
There are a number of tools on the market that can help your
website deliver personalised content, you just need to seek
them out.
Of the websites scored, this metric is clearly in need of
adoption.
0%
100%
Fintech
Content Personalisation Score Distribution
Contact Personalization Present Contact Personalization Absent

EXIT INTENT
www.modedaweb.co.uk
Only 3% of Fintech websites show a clear exit intent pop up.
These were mainly to sign up for a newsletter which I think is
a minimum requirement for a website.
Sure, some people will say “ I hate pop ups, so intrusive or
annoying” but as a business you are there to cater for all
comers and some people will use them if prompted.
3%
97%
Fintech
Exit Intent Score Distribution
Exit Intent Present Exit Intent Absent

EMAIL SIGN UP FORM/NEWSLETTER
www.modedaweb.co.uk
With the ease of connecting online today, and with the
understood importance of capturing lead contact
information, it is striking that only one third of Fintech
websites show presence of an email sign up form.
This is a surprisingly unsurprising stat.
What’s happening Fintechs? Are you focused on growth or
something else?
This is a stat that should be 100%. It’s your job to gather your
data from your visitors and nurture them through your
pipeline.
Email marketing is still a massive source of conversion across
all industries.
33%
67%
Fintech
Email Sign Up Form Score Distribution
Email Sign Up Form Present Email Sign Up Form Absent

LIVE CHAT
www.modedaweb.co.uk
We understand that creating a live chat option on a website
involves a level of complexity. It is nonetheless striking that
86% of Fintech website do not have a live chat option
available.
This is another area I can be lenient with.
Having someone available to man the livechat isn’t always
viable, but many offer leave a message functionality so you
should use it where you can and where you can’t, use the
out of office feature.
Don’t underestimate the opportunity of human interaction.
In a world of digital acquisition, human communication
shouldn’t be undervalued.
14%
86%
Fintech
Live Chat Score Distribution
Live Chat Present Live Chat Absent

CONCLUSION
www.modedaweb.co.uk
When it comes to conversion, much work is needed by
Fintech websites. Blog and call to action presence alone,
while strong in this sector, is not sufficient. There is much
room to grow in the other metrics.
Building a website isn’t as easy as it once looked when
someone dissects all of the aspects that come into it. But
when companies invest money into platforms that simply
aren’t fully focused on client acquisition it becomes
frustrating and a pointless exercise.
Maybe what this report really highlights is a lack of
consistency in the marketing activities of the sector. Many
sites actually scored technically well, but failed badly on
conversion opportunity. But a well planned platform actually
considers everything we’ve covered in this report and
hopefully its provided some insight and given food for
thought!

www.insly.com
Technical Analysis of Website
Performance (score out of 30)
Mobile (score out of 30) 30
SEO (score out of 30) 25
SECURITY(scores 10) 10
OVERALL SCORE OUT OF 100 89
Conversion Opportunities Present
Blog (scores 10) 10
Landing Pages (scores 10) 0
Content Offers (scores 10) 0
Calls to Action (scores 10) 10
Content Personalisation (scores 10) 0
Exit Intent (scores 10) 10
Email List Sign Up (scores 10) 10
Live Chat (scores 10) 10
1
www.modedaweb.co.uk

www.monese.com
Blog (scores 10) 10
2
www.modedaweb.co.uk

www.growthstreet.co.uk
Blog (scores 10) 10
3
www.modedaweb.co.uk

www.neyber.co.uk
Blog (scores 10) 10
4
www.modedaweb.co.uk

www.thepaypro.com
Blog (scores 10) 10
5
www.modedaweb.co.uk

www.ebury.com
Blog (scores 10) 10
6
www.modedaweb.co.uk

www.etoro.com
Blog (scores 10) 10
7
www.modedaweb.co.uk

www.gocardless.com
Blog (scores 10) 10
8
www.modedaweb.co.uk

www.lendinvest.com
Blog (scores 10) 10
9
www.modedaweb.co.uk

www.heybrolly.com
Blog (scores 10) 10
10
www.modedaweb.co.uk

www.clearscore.com
Blog (scores 10) 10
11
www.modedaweb.co.uk

www.currencycloud.com
Blog (scores 10) 0
12
www.modedaweb.co.uk

www.iwoca.co.uk
Blog (scores 10) 10
13
www.modedaweb.co.uk

www.privitar.com
Blog (scores 10) 10
14
www.modedaweb.co.uk

www.moni.com
Blog (scores 10) 10
15
www.modedaweb.co.uk

www.masabi.com
Blog (scores 10) 10
16
www.modedaweb.co.uk

www.investup.co
Blog (scores 10) 10
17
www.modedaweb.co.uk

www.skimlinks.com
Blog (scores 10) 10
18
www.modedaweb.co.uk

www.ecoin.io
Blog (scores 10) 10
19
www.modedaweb.co.uk

www.originmarkets.co.uk
Blog (scores 10) 10
20
www.modedaweb.co.uk

www.starlingbank.co.uk
Blog (scores 10) 10
21
www.modedaweb.co.uk

www.calastone.com
Blog (scores 10) 10
22
www.modedaweb.co.uk

www.marketinvoice.com
Blog (scores 10) 10
23
www.modedaweb.co.uk

www.landbay.co.uk
Blog (scores 10) 10
24
www.modedaweb.co.uk

www.worldremit.com
Blog (scores 10) 0
25
www.modedaweb.co.uk

www.atombank.co.uk
Blog (scores 10) 10
26
www.modedaweb.co.uk

www.borro.com.uk
Blog (scores 10) 10
27
www.modedaweb.co.uk

www.emergingcrowd.com
Blog (scores 10) 10
28
www.modedaweb.co.uk

www.fundingcircle.com/uk
Blog (scores 10) 10
29
www.modedaweb.co.uk

www.propertypartner.co
Blog (scores 10) 10
30
www.modedaweb.co.uk

www.syndicateroom.com
Blog (scores 10) 10
31
www.modedaweb.co.uk

www.unbound.co.uk
Blog (scores 10) 10
32
www.modedaweb.co.uk

www.moneyboxapp.com
Blog (scores 10) 0
33
www.modedaweb.co.uk

www.charitybank.org
Blog (scores 10) 10
34
www.modedaweb.co.uk

www.getmondo.co.uk
Blog (scores 10) 10
35
www.modedaweb.co.uk

www.seedrs.com
Blog (scores 10) 10
36
www.modedaweb.co.uk

www.lendable.co.uk
Blog (scores 10) 0
37
www.modedaweb.co.uk

www.aimbrain.com
Blog (scores 10) 10
38
www.modedaweb.co.uk

www.sumup.co.uk
Blog (scores 10) 10
39
www.modedaweb.co.uk

www.zopa.com
Blog (scores 10) 10
40
www.modedaweb.co.uk

www.sonovate.com
Blog (scores 10) 10
41
www.modedaweb.co.uk

www.gohenry.co.uk
Blog (scores 10) 10
42
www.modedaweb.co.uk

www.fundapps.co
Blog (scores 10) 0
43
www.modedaweb.co.uk

www.ravelin.com
Blog (scores 10) 10
44
www.modedaweb.co.uk

www.platformblack.com
Blog (scores 10) 10
45
www.modedaweb.co.uk

www.pockit.com
Blog (scores 10) 10
46
www.modedaweb.co.uk

www.digitalshadows.com
Blog (scores 10) 10
47
www.modedaweb.co.uk

www.lovefruitful.com
Blog (scores 10) 0
48
www.modedaweb.co.uk

www.banktothefuture.com
Blog (scores 10) 0
49
www.modedaweb.co.uk

www.pariti.co.uk
Blog (scores 10) 10
50
www.modedaweb.co.uk

www.prodigyfinance.co.uk
Blog (scores 10) 10
51
www.modedaweb.co.uk

www.ayden.com
Blog (scores 10) 10
52
www.modedaweb.co.uk

www.datasift.com
Blog (scores 10) 10
53
www.modedaweb.co.uk

www.creditbenchmark.org
Blog (scores 10) 10
54
www.modedaweb.co.uk

www.splittable.co
Blog (scores 10) 10
55
www.modedaweb.co.uk

www.azimo.com
Blog (scores 10) 10
56
www.modedaweb.co.uk

www.crowdcube.com
Blog (scores 10) 10
57
www.modedaweb.co.uk

www.ratesetter.com
Blog (scores 10) 0
58
www.modedaweb.co.uk

www.bloomvc.com
Blog (scores 10) 10
59
www.modedaweb.co.uk

www.accesspay.com
Blog (scores 10) 10
60
www.modedaweb.co.uk

www.opengamma.com
Blog (scores 10) 10
61
www.modedaweb.co.uk

www.ezbob.com
Blog (scores 10) 10
62
www.modedaweb.co.uk

www.lendingworks.co.uk
Blog (scores 10) 10
63
www.modedaweb.co.uk

www.nutmeg.com
Blog (scores 10) 10
64
www.modedaweb.co.uk

www.crowdfunder.co.uk
Blog (scores 10) 10
65
www.modedaweb.co.uk

www.abundancegeneration.com
Blog (scores 10) 10
66
www.modedaweb.co.uk

www.commuterclub.co.uk
Blog (scores 10) 10
67
www.modedaweb.co.uk

www.osper.com
Blog (scores 10) 10
68
www.modedaweb.co.uk

www.behaviosec.com
Blog (scores 10) 0
69
www.modedaweb.co.uk

www.dopay.com
Blog (scores 10) 10
70
www.modedaweb.co.uk

www.aire.io
Blog (scores 10) 0
71
www.modedaweb.co.uk

www.judopay.com
Blog (scores 10) 0
72
www.modedaweb.co.uk

www.moneymover.com
Blog (scores 10) 0
73
www.modedaweb.co.uk

www.transfergo.com
Blog (scores 10) 10
74
www.modedaweb.co.uk

www.transferwise.com
Blog (scores 10) 10
75
www.modedaweb.co.uk

www.crowd2fund.com
Blog (scores 10) 0
76
www.modedaweb.co.uk

www.salaryfinance.com
Blog (scores 10) 0
77
www.modedaweb.co.uk

www.cybertill.co.uk
Blog (scores 10) 0
78
www.modedaweb.co.uk

www.behavox.com
Blog (scores 10) 10
79
www.modedaweb.co.uk

www.darwinex.com
Blog (scores 10) 10
80
www.modedaweb.co.uk

www.revolut.com
Blog (scores 10) 10
81
www.modedaweb.co.uk

www.kantox.com
Blog (scores 10) 0
82
www.modedaweb.co.uk

www.thoughtmachine.net
Blog (scores 10) 0
83
www.modedaweb.co.uk

www.duedil.com
Blog (scores 10) 10
84
www.modedaweb.co.uk

www.www.buzzbnk.org
Blog (scores 10) 10
85
www.modedaweb.co.uk

www.algomi.com
Blog (scores 10) 0
86
www.modedaweb.co.uk

www.blockchain.com
Blog (scores 10) 0
87
www.modedaweb.co.uk

www.flypay.co.uk
Blog (scores 10) 0
88
www.modedaweb.co.uk

www.bnkbl.com
Blog (scores 10) 0
88
www.modedaweb.co.uk

www.digitalorigin.com
Blog (scores 10) 0
89
www.modedaweb.co.uk

www.cryptalabs.com
Blog (scores 10) 0
90
www.modedaweb.co.uk

www.sybenetix.com
Blog (scores 10) 0
91
www.modedaweb.co.uk

www.velocityapp.com
Blog (scores 10) 0
92
www.modedaweb.co.uk

www.yoyowallet.com
Blog (scores 10) 10
93
www.modedaweb.co.uk

www.squirrel.me
Blog (scores 10) 0
94
www.modedaweb.co.uk

www.ixaris.com
Blog (scores 10) 0
95
www.modedaweb.co.uk

www.innovationbroking.com
Blog (scores 10) 0
96
www.modedaweb.co.uk

www.invoicesharing.com
Blog (scores 10) 10
97
www.modedaweb.co.uk

www.worldpay.com
Blog (scores 10) 10
98
www.modedaweb.co.uk

www.astropay.com
Blog (scores 10) 0
99
www.modedaweb.co.uk

www.bitstamp.net
Blog (scores 10) 0
100
www.modedaweb.co.uk

www.coinfloor.co.uk
Blog (scores 10) 10
101
www.modedaweb.co.uk

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