Guiding the customer's decision changed the outcome
We work with the team without slowing it down. We do not ask for extra hours. We read the opportunity with the people who built the strategy. We do not redesign the product or service. We validate with experiments and behavioral principles. The following results were achieved by the BELAB team.
All results were achieved by members of the BELAB team. For confidentiality, they are anonymized and expressed as approximate figures.
Credit cards
Cash withdrawal in installments
A product that allowed customers to withdraw cash in installments from their credit card was underperforming: few clicks, little interest.
What we found
The problem was not price. People felt uncomfortable using a credit card to withdraw cash, even when it was cheaper than taking a loan. It was emotional, not rational. We changed the message to speak about specific moments, like a trip or an unexpected expense, instead of rates.
Result
Clicks doubled, and the digital channel reached its best historical performance for two consecutive months.
Insurance
Speaking differently to each buyer type
A high-priced car insurance product was promoted with the same message for every customer.
What we found
Not everyone buys car insurance for the same reason: some seek status, others peace of mind, others distrust the price. We spoke to each group in its own language instead of using one generic message.
Result
Interest multiplied several times in each group; in the most receptive one, it multiplied by five.
Savings accounts
Digital acquisition
Digital advertising to acquire new payroll-account customers was not generating enough interest.
What we found
Instead of listing benefits, we showed customers that other people like them had already opened the account. Seeing that "someone like me already did it" builds more trust than a list of advantages.
Result
Interest almost doubled, and reach increased by 75%.
Personal loans
Debt consolidation
An email campaign encouraging customers to consolidate debts into one loan had low open rates.
What we found
We tested two ways of writing the message: one explaining rate benefits, and another more direct and close, saying simply "we help you with your debts." The closer version won by a wide margin.
Result
+25% more opens from the first send.
SME capital
Working capital for small businesses
A product that gave micro-entrepreneurs access to cash had weak traction despite good conditions.
What we found
Business owners were not excited by the idea of "investing to grow." They cared about solving something urgent, such as paying a supplier. We changed the message to speak about that.
Result
The product doubled its share within digital sales for the segment in less than a year.
Mortgage
Contacting the customer before they search for you
Mortgage advisors only sold when the customer contacted them first, without a proactive outreach plan.
What we found
We designed email and WhatsApp messages so advisors could reach customers at the right moment, with a tone built to generate trust from the first contact.
Result
Twice as many people advanced in the buying process compared to those who did not receive that first contact.
Loyalty program
Credit card points and benefits
A campaign to get customers to use their card points was not working. The team assumed customers already knew how points worked, and that was the problem.
What we found
Most customers had no idea what they could do with their points or how to redeem them. Instead of listing every benefit at once, we created an email explaining only three basic things, simply and in order. Less information, but clearer.
Result
Email interest grew almost five times, and customers who actually redeemed points increased significantly.
Collections
Training the call center to handle difficult conversations
Debt recovery depended on a standard script, without special preparation to manage difficult conversations.
What we found
We trained advisors in a four-step conversation: gain attention, help the customer reframe the problem, support the decision, and motivate action without overpressuring or sounding indifferent.
Result
The trained group recovered more money than the untrained group, and the difference grew as they practiced more.
Mobile feature
Currency exchange in app
The team thought the activation flow needed more optimization because users were not finishing the use of the feature.
What we found
Abandonment happened 48 hours later, when the user tried to use the feature and did not remember how to find it. The flow was fine; the service reference was missing at the right moment and circumstance.
Result
The intervention stopped pushing onboarding and focused on activating the right reference when the user needed the feature again.
B2B conversion
High-value B2B product
The team attributed low conversion to the difficulty of defending the price better with corporate customers.
What we found
The perceived cost was not the price. It was imagining the internal adoption effort. Changing the price argument would not have moved the number; changing how implementation was presented did.
Result
The commercial conversation shifted from justifying price to reducing the imagined burden of implementation and adoption inside the client team.
And we have more results in sectors such as retail, education, and others.
Next step
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