Benchmarking competitors to identify differentiators

Landscape review to inform the team and wider stakeholder groups about the current landscape of Australian and international home loan providers.


Converting website visitors to leads (and paying customers) is the most crucial aspect for the Home Loans business. We wanted to review how Australian competitors and international players are solving this problem, and how they guide people through conversion funnels.


In this expert review, I analysed major Australian and international players and highlighted how each of them guided users through their site. Together with an overall impression, I also reviewed how the sites treated especially first home buyers without any or very minimal know-how (e.g. jargon, what are they signing up for, support/help), and evaluated several design aspects (e.g. if the sites offer a mobile-specific flow). The document was used to refocus our conversion funnels on the fastest way to sign up.

My role

  • Analysis of major Australian and international websites
  • Creation of the document and presentation to team
  • Distribution to wider audience group within REA



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Bjorn Amherd

Bjorn Amherd

Product design lead. In the last 20+ years, I successfully delivered concepts for carsales, REA, Myer, HESTA, Bunnings, Optus, Fisher & Paykel and many more.