1 Provident Optimizing website forms using Decibel’s funnel and form analytics Provident, established in 1880, is the largest home credit lender in the UK and a subsidiary of Provident Financial Group (PFG). PFG is a FTSE 100 company listed on the London Stock Exchange and one of the UK’s leading suppliers of personal credit products to the non-standard lending market. In this example, the digital team at Provident used Decibel to optimize their online loan application process. Customers abandoning the funnel The Provident digital team set up a Decibel funnel to monitor the journey of users on the Provident website who hit the ‘Apply Now’ button for a loan, and then reach the final decision stage of the application process. In order to reach this final stage, users must complete a

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