Company Claims

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Financial product pages must communicate complex benefits clearly while earning user trust. For product designers and managers, the challenge is simplifying the message without losing credibility or compliance clarity.

Fintech Company Claims Testing uses a design stack of UX metrics: comprehension, sentiment, engagement, and credibility to evaluate how well a product’s claims are presented and received. This approach replaces subjective judgments with measurable insights.

With these findings, designers and managers can make informed design decisions, prioritize improvements, and demonstrate the impact of changes on business outcomes. For example, testing Ally’s high-yield savings landing page revealed strong comprehension but weaker credibility, highlighting where adjustments in tone and proof points could better reinforce user confidence.

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Define Goals for Your Fintech Company Claims

A fintech company claims test should balance user needs like trust, clarity, and relevance with business goals such as differentiation, brand authority, and customer acquisition. Users want to understand what makes the company’s offer believable and worthwhile, while businesses aim to ensure their messaging resonates with the right audience and reinforces brand integrity. Measuring how users interpret claims ensures marketing language inspires confidence and motivates action.

Audience:

This concept was tested with bank members and banking consumers in the United States who reviewed Ally’s high-yield savings account landing page. Participants were asked to evaluate the clarity, believability, and appeal of Ally’s claims and determine how persuasive they were in motivating sign-ups or trust in the brand.

User Needs
As a customer evaluating financial company claims, the five most important needs would be:

1. Claims should feel believable and supported by facts, not exaggerated or vague (aka Credible).

2. The statements should clearly communicate real benefits or savings that matter to the user. (the offer should feel Valuable).

3. Claims should help users understand how the product or brand stands out in a crowded market (site should feel Insightful).

4. Messaging should reflect the brand’s honesty and consistency with its reputation (claim should be Trustworthy).

5. The benefits described should appeal to users’ goals and financial aspirations (offer should be Desirable).

These five ensure company claims feel honest, relevant, and motivating, giving users confidence to trust the brand and consider the offer.

Business Goals
Here are the five most important business goals for fintech company claims:

1. Build Brand Credibility – Reinforce trust through transparent, fact-based messaging that aligns with customer expectations.

2. Differentiate the Offer – Highlight key advantages (e.g., rates, security, convenience) that make the product stand out.

3. Increase Conversions – Motivate users to take the next step, from sign-up to account opening, through persuasive copy.

4. Reinforce Brand Consistency – Ensure claims reflect the same voice, tone, and values shown across all brand touchpoints.

5. Improve Message Testing – Use feedback to refine phrasing, proof points, and emotional appeal for future campaigns.

These goals help the business build credibility, strengthen differentiation, and drive sign-ups through confident, evidence-backed messaging.

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Choose Metrics to Test Your Fintech Company Claims

For Ally’s high-yield savings account landing page, a design stack of four UX metrics was chosen to measure how effectively the page communicates its core claim and builds user trust. This stack — Sentiment, Engagement, Loyalty, and Comprehension — was established by mapping user needs directly to measurable outcomes:

• Desirable & Trustworthy → Sentiment

  The page should leave visitors feeling confident and motivated to learn more. Sentiment measures users’ emotional reactions to the claim — whether they describe it as trustworthy, exciting, or confusing.

• Valuable → Engagement
  The offer should feel relevant and compelling enough to explore. Engagement tracks whether participants interact with key elements like interest rate details or “Open Account” CTAs, showing that the value is clear.

• Credible → Loyalty

  Visitors should trust that Ally’s savings account delivers on its promise. Loyalty evaluates whether participants would recommend or return to Ally, reflecting lasting confidence in the brand.

• Insightful → Comprehension
The claim should be easy to understand at a glance. Comprehension measures whether participants fully grasp what the “high-yield” offer means and how it benefits them.

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Establish Hunches to Direct Your Testing

Financial institutions often lead with bold promises about rates, trust, or transparency. For Ally’s high-yield savings page, the challenge is to ensure these claims feel credible, clear, and emotionally convincing, without slipping into marketing noise. The following hunches identify where user trust, understanding, and engagement may hinge on subtle design and content cues.

Example: Ally High-Yield Savings Page

<table xmlns="http://www.w3.org/1999/xhtml" style="min-width: 75px;"><colgroup><col style="min-width: 25px;"><col style="min-width: 25px;"><col style="min-width: 25px;"></colgroup><tbody><tr><th colspan="1" rowspan="1"><p>Hunch</p></th><th colspan="1" rowspan="1"><p>Question</p></th><th colspan="1" rowspan="1"><p>UX Metrics</p></th></tr><tr><td colspan="1" rowspan="1"><p>The headline “You’re invited to save smarter” positions Ally as friendly and confident, but might sound more promotional than trustworthy to cautious banking users.</p></td><td colspan="1" rowspan="1"><p>How genuine or trustworthy did the opening headline feel to you?</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/attitudinal-metrics/sentiment">Sentiment</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The APY rate callouts and comparison boxes are highly visible, but users might question whether the advertised rates are current, or if there’s fine print that limits eligibility.</p></td><td colspan="1" rowspan="1"><p>How confident are you that the advertised APY rates apply to you personally?</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/behavioral-metrics/comprehension">Comprehension</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The purple accent color and icons communicate friendliness and accessibility, but may feel less “serious” than traditional banking visuals, potentially impacting credibility among older users.</p></td><td colspan="1" rowspan="1"><p>How professional and credible did the page design feel overall?</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/attitudinal-metrics/loyalty">Loyalty</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The ‘Experience better banking for yourself’ 3-step section effectively simplifies the process but might be overlooked due to low contrast or repetition of call-to-action phrasing.</p></td><td colspan="1" rowspan="1"><p>Did the section explaining how to open an account make the process feel easy?</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/behavioral-metrics/effort">Effort</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The awards and customer review modules reinforce social proof, but might appear too polished—causing users to question authenticity if the testimonials feel curated.</p></td><td colspan="1" rowspan="1"><p>How authentic did the customer reviews and award badges feel to you?</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/attitudinal-metrics/sentiment">Sentiment</a></p></td></tr></tbody></table>

These hunches help assess whether Ally’s messaging balances clarity, credibility, and confidence, ensuring that claims of “smarter saving” actually resonate as trustworthy, valuable, and believable.

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Turn Hunches into Test Questions

Turning these metrics into participant questions transforms design assumptions into measurable signals. Each metric uses a specific question type paired with a clear example from Ally’s savings page:

• Comprehension **(5-pt Likert scale)**

  Question type: Agreement scale.

  Example: “I understand how Ally’s high-yield savings account works based on the information presented on this page.”
 (Strongly Disagree → Strongly Agree)

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• Engagement (First-click test)
  Question type: Click test.

  Example: “Where would you click first if you wanted to open a high-yield savings account?”

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• Sentiment **(Multiple-choice impressions)**

  Question type: Impression checklist.

  Example: “Which of the following words best describe your impression of this landing page?”
 (Positive: Trustworthy, Clear, Professional, Valuable. Negative: Confusing, Overwhelming, Dull, Skeptical)

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• Loyalty **(10-pt likelihood scale)**

  Question type: Likelihood to promote.

  Example: “How likely are you to recommend Ally’s high-yield savings account to a friend or colleague?”
 (0 = Not at all likely, 10 = Extremely likely)

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Calculate UX Metric Scores from User Feedback

For Ally’s high-yield savings landing page, participant reactions and task results were translated into UX metric scores to evaluate how effectively the company’s claims resonate with potential customers. The design stack focused on key measures of how well the page captures attention, communicates its offer, builds trust, and motivates advocacy. Each metric is scored on a 0–100% scale using the following benchmarks:

• Very Good = 90% and above

• Good = 70%–89%

• Average = 50%–69%

• Poor = 30%–49%

• Very Poor = below 30%

Once the individual UX metric scores are calculated, the average of those scores are used to determine the overall score for the user experience.

Ally’s Results

• Engagement (61% — Average): Users interacted modestly with the page, but the design lacked clear directional flow toward key CTAs, leading to lower exploratory engagement.

• Comprehension (83% — Good): The value proposition of the high-yield savings account was well understood. Participants cited clarity in the rate explanation and supporting copy.

• Sentiment (59% — Average): Emotional impressions were mixed — participants viewed Ally as “trustworthy” but also “generic,” suggesting an opportunity to differentiate its brand tone.

• Loyalty (65% — Average): While users found the information credible, few expressed strong intent to promote or switch, reflecting a perception of parity with competitors.

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These findings resulted in an overall test score of 67% — Average. Ally’s landing page builds understanding and trust but lacks the emotional and motivational depth to drive conversion or advocacy. To improve, the page could integrate more human proof points (e.g., customer stories, testimonials) and stronger visual emphasis on the product’s comparative advantage — turning comprehension into confidence and action.

Click here to check out the raw survey data and UX metric scores for Ally’s company claims.

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Draw Signals from Your Design Stack

Here’s how signals were surfaced from the Ally company claims test results by following these five steps:

1. Focus on poorly scoring metrics

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Ally’s company claims test produced an average overall score of 67%, with strong Comprehension (83%) but middling performance in Engagement (61%), Sentiment (59%), and Loyalty (65%). The data shows that users understand the message clearly but aren’t emotionally moved or motivated to act on it. This gap between clarity and conviction suggests that while Ally’s claims communicate well, they may not feel distinct or inspiring enough to convert interest into trust and advocacy.

2. Identify patterns across metrics

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The pattern across metrics reveals a communication-performance imbalance: users easily grasp the offer but feel neutral about the overall experience. The claims deliver factual benefits but lack emotional pull or storytelling that differentiates Ally’s voice in a crowded fintech space. The result is a design that feels credible and functional but not necessarily persuasive or memorable.

3. Determine if user needs are being met

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• Credible: Met — claims are believable and consistent with the brand’s established trust.

• Valuable: Met — users understand the tangible benefits of the savings account.

• Insightful: Partially met — the claims don’t fully clarify what makes Ally’s offer stand out beyond competitors.

• Trustworthy: Met — tone and design maintain a sense of reliability and professionalism.

• Desirable: Not fully met — the experience lacks emotional resonance or urgency to act.

4. Compare outcomes to your business goals

• Build Brand Credibility: Fully supported — the tone, design, and data-driven statements align with user trust.

• Differentiate the Offer: Partially achieved — users understand the benefits but don’t see what makes Ally unique.

• Increase Conversions: At risk — average engagement and loyalty suggest low motivation to move forward.

• Reinforce Brand Consistency: Supported — the presentation is cohesive and aligned with Ally’s broader marketing tone.

• Improve Message Testing: Supported — results identify where Ally can enhance clarity with emotion and differentiation.

5. Surface signals & establish a direction
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Signals derived from the data:**

1. Users trust the message but don’t feel inspired to act — comprehension is high, but emotional engagement is weak.

2. The claims are clear yet indistinct — Ally’s benefits read as expected rather than standout.

3. Emotional neutrality limits advocacy — positive but tepid sentiment leads to low loyalty.

**Direction based on business context:**

To align with Ally’s goals of building credibility and increasing conversions, design refinements should focus on:

• Strengthening emotional storytelling around real customer outcomes and value achieved through Ally’s savings product.

• Differentiating claims with distinctive proof points (e.g., “industry-leading rates,” “trusted by X million users,” or “FDIC-secured savings made simple”).

• Enhancing visual hierarchy and CTA framing to make the key benefit and next step more compelling.

Based on the signals and design direction, we created an updated version of the design with the expected UX metric improvement:

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The signal is clear: Ally’s claims are credible but lack conviction. By adding emotional storytelling and sharper differentiation, Ally can turn comprehension into confidence and drive higher conversion.