Monitoring and analyzing customers’ digital behavior can spur design tweaks and fresh strategies that drive new business: NatWest made a simple change based on Contentsquare insights that increased completions of its online mortgage agreement tool by 20%.

Contentsquare’s monitoring and analysis tools can reveal how customers are engaging with digital products and highlight popular content, points of friction, and recommendations for change, like how it helped NatWest realize that it needed to emphasize the “Get an Agreement in Principle” button on its mortgage calculator.

“Contentsquare is at the heart of our decision-making process,” a NatWest digital experience manager said in a case study. “It has more than paid its own way, and I’m sure it will continue to do so.” The firm recently raised a $600 million Series F round of funding.

Sophisticated user analytics with AI-driven recommendations are a key way for FIs to boost customer acquisition: BMO and Western Union both rely on Insight Partner’s portfolio company Quantum Metric to understand their users and build better digital products faster.