Analyzing & Evaluating

Application Funnel for Better

CrediU Application Funnel Strategy
by Divisi 1 - Team 3
Applicants with higher risk status are rising, conversion is getting worse

Create Application (Applicant Count) Conversion: Loan Disbursed vs Create Application

Segment 2

Segment 3
Segment 4

Segment 1

*High Risk → Segment 2 & 3 *All Segment

*Low Risk → Segment 1 & 4

Analyzing & Evaluating Application Funnel for Better CrediU Application Funnel Strategy by Divisi 1 - Team 3
Application Happy Path

1 2 3 4 5 6 7
Success
Create Form Document PVE PVA Loan
Credit
Application Submitted Verified Verified Verified Disbursed
Score

These steps are done

manually by agents

Analyzing & Evaluating Application Funnel for Better CrediU Application Funnel Strategy by Divisi 1 - Team 3
On the step by step drop-off rate,
most of the applicants failed at documents verification.

1 2 3 4 5 6 7
Success
Create Form Document PVE PVA Loan
Credit
Application Submitted Verified Verified Verified Disbursed
Score

100% -24% -30% -11% -6% -2% -1%

The applicants mostly dropped

at Document Verification

Analyzing & Evaluating Application Funnel for Better CrediU Application Funnel Strategy by Divisi 1 - Team 3
 Step by step drop-off rate at ‘Docs Verification
was mostly from high risk applicant
While low risk applicants mostly dropped at ‘PVA Verification’

2020 2021 2020 2021

High Risk Low Risk
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Create Create
1 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 1 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Application Application
Form Form
2 36.0% 36.0% 33.6% 30.3% 29.6% 29.5% 32.4% 34.0% 2 10.4% 10.7% 8.5% 8.0% 8.3% 8.2% 9.9% 9.6%
Submitted Submitted
Document Document
3 38.1% 37.9% 43.5% 44.5% 47.6% 47.7% 47.3% 43.2% 3 3.9% 3.5% 4.1% 3.1% 3.5% 3.7% 4.1% 4.2%
Verified Verified
PVE PVE
4 17.9% 17.6% 14.1% 16.6% 15.4% 15.2% 13.4% 15.8% 4 2.3% 2.3% 1.7% 1.4% 2.6% 2.6% 3.0% 3.1%
Verified Verified
PVA PVA
5 7.1% 7.1% 7.6% 7.5% 6.4% 6.6% 5.9% 6.0% 5 4.9% 4.9% 4.1% 4.7% 4.8% 4.7% 5.5% 5.4%
Verified Verified
Success Success
6 0.9% 1.2% 1.0% 1.0% 0.9% 0.9% 0.9% 0.8% 6 2.8% 2.4% 2.8% 3.0% 3.0% 3.0% 2.7% 3.1%
Credit Score Credit Score
Loan Loan
7 0.0% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 7 3.6% 3.5% 3.5% 3.1% 3.1% 3.2% 3.1% 3.0%
Disbursed Disbursed
Approved 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Approved 72.1% 72.6% 75.4% 76.8% 74.7% 74.6% 71.7% 71.7%
Dropped 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Dropped 27.9% 27.4% 24.6% 23.2% 25.3% 25.4% 28.3% 28.3%

*High Risk → Segment 2 & 3 *Low Risk → Segment 1 & 4

Analyzing & Evaluating Application Funnel for Better CrediU Application Funnel Strategy by Divisi 1 - Team 3
Our Recommendation
For High Risk Status Applicant

Distribute
Priority
Applicant

1. Include them to low priority applicant (served later).

2. Make the SLA time longer for low priority applicant, so the agents
could serve low risk applicants first.

For Low Risk Status Applicant

1. We should add information about why PVA/PVE verification failed on

the table.
2. Assuming some applicants didn’t answer the call, we can send
automated message about PVA Verification call in advance, so the
applicant won’t miss the call.

With these actions, we expected conversion rate to increase by 1% in the end of next quarter.
Analyzing & Evaluating Application Funnel for Better CrediU Application Funnel Strategy by Divisi 1 - Team 3