Insights Gathered: The survey started with a simple question but then went deeper. They asked users why they hadn’t linked their bank account and let them share open-text responses on what could be improved to lead them towards feature adoption.
The team’s original hypothesis was that customers were unfamiliar with Plaid and were not eager to provide their banking details. This turned out to be correct, with 30% (the highest percentage) of users citing “I didn’t know what Plaid was so I didn’t provide my bank account details.”
Now, with the facts in hand, they knew that solving for the users who were not familiar with Plaid nor its functionality was a pain point that needed to be addressed immediately and prioritized in their product roadmap.
Actions: Thanks to the in-product survey results, Invoice2go introduced a new flow that focused on both awareness and usability. These changes led to decreased drop-off in the banking onboarding flow and a 25% increase in completion rate of users applying, being accepted, and then using the card payment offering.