Conversion hacks from top FinTech websites. How to engage your visitors with the first screen

The FinTech world is all about high stakes, so your website isn't just a digital business card. It's your 24/7 sales team, trust builder, and brand ambassador. And it has just 50 milliseconds to make a first impression — faster than a blink of an eye! 

To help you build an effective and high-converting website we've analysed the digital DNA of the top 15 FinTech players, unravelling their flows that make users click, convert, and return for more. Let's dive in.

Chapter №1

Value proposition + heroshot. How to engage your visitors with the first screen

The first section of your website is the most important one. It has a value proposition — short text that describes which value your product provides. And hero shot — an engaging visual that captures a visitor's attention. These two are the backbone of any FinTech website. Done right, these elements transform the essence of any financial tech into clear, compelling messages that grab their audience's attention. 

Let's see how industry leaders like Stripe and Plaid craft these key pieces to stand out, build trust, and showcase their unique offerings. We'll break down their strategies and provide practical tips for your FinTech company.

1. Insights on describing product benefits from Stripe

Here's a great example of a Value Proposition from Stripe: 'Financial infrastructure to grow your revenue.' It describes the product in just a few words while clearly conveying its value to users — growing revenue. It's both concise and comprehensive — you don't need anything more. 

The description text reinforces the value proposition. 'Join the millions of companies' — a killer social proof that wins a visitor's trust. Even if your product isn't like Stripe, you still can use this method. The social proof is followed by the key tasks (jobs to be done) users can accomplish with Stripe. 

Another important piece is the showcase of the product — the hero shot section with screenshots. Stripe brags with the key dashboard showing the simplistic yet powerful design that serves a business that uses Stripe and a mobile version with a payment page for the business's end client. It reinforces the value proposition showing the multiplatformness and simplicity of Stripe.

2. Insights on showing your scale, while being local by Plaid

Plaid's homepage varies based on the location. Above you can see its landing page for the UK audience — when visitors land on the page, they see familiar scenes which unconsciously tell them: we operate on your market and we respect your culture. On top of that, the brand gets trust points by appealing to a visitor's 'friend or foe' system. Imagine two international FinTech brands, one has the same homepage for all and another one has a unique page for each country. In most cases, visitors will prefer a more personalised version. 

Another powerful part of Plaid's first section is the value proposition. 'One integration - all of the open banking' — how many customer needs it covers! Speed, saving time, convenient infrastructure — you name it. It also appeals to different customer segments: CEOs, CTOs, CPOs and so on. 

Their description reveals more details, appealing to the high-level business goals of cutting costs and getting more customers. And this is wonderful.

3. Insights on small steps and persuading with numbers by Gauntlet

From the start Gauntlet invites you to subscribe to their newsletter — they've put the subscription form right under the value proposition. But they do it smartly — by inviting you to subscribe to the latest research news, appealing to a visitor's need to keep up with their market. 

This is a great example of a micro-conversion when we don't ask a visitor to buy at once. Instead, we start building relationships with them. Do you have a content piece that you could similarly provide to your audience? Try it. It works for Gauntlet. 

Another powerful move from the company is to put the key stats on the first screen. Gauntlet's key value for users is to mitigate risks and it shows how much money they have saved for their customers. And the number $43 bln sells better than anything! Also, they show important parameters of their product as well as their influence in the scientific world. Very persuasive!

4. Insights on using illustrative diagrams by Corefy

Here is an example our agency created for Corefy: using an animated chart to show how the product works — it's a visual punch that's hard to ignore. The payment orchestration platform isn't just explained — it's brought to life through a sleek, animated diagram. You can visit its website to check it out. 

The copy packs a punch too, positioning the platform as a 'universal feature-rich payment hub' that brings order to the chaos of global online payments. It describes the key feature - integration of different services, and the key benefits: unified communication, control and management. This is another approach you can use in your value proposition: mention the key feature and benefits from it.

5. Insights on evoking emotions with video by Mastercard

Mastercard is known for its great emotional branding. They don't need to explain what they do, but they need to attract the audience and win the competition. Emotion is one of the ways to do it and when you visit Mastercard's website, they do stun you with breathtaking videos of bridges, waves and people. The trick is quite banal, but still works. If your brand is quite known, you can copy it steal it like an artist.

This was just the first chapter from our FinTech eBook, "Convert like Stripe, Revolut & PayPal: 30 Conversion Hacks from Top FinTech Sites". 

Want the full version? Download it here for free.