OppLoans, a fintech company focused on providing credit access to middle-income consumers with low FICO scores, has enhanced its digital presence and conversion rates through strategic use of analytics and conversion optimization techniques. The company transitioned to a fully digital model five years ago, relying heavily on online applications, which constitute 100% of their business. Initially struggling with outdated analytics, OppLoans adopted Heap, Contentsquare, and Snowflake to gain comprehensive insights into user interactions, enabling them to streamline their application process and improve both conversion rates and underwriting accuracy. By simplifying their application steps and making the mobile experience akin to an app, they achieved significant improvements in application completions and loan funding success. The company also emphasizes the importance of retaining customers and is experimenting with ways to make re-engagement easier. Despite minor gaps in data capture, OppLoans benefits from a cohesive data strategy to enhance customer experience and drive ROI.