Insight: Customers find virtual card offerings difficult to understand upon initial entry into virtual card home. They are inundated with information and options while simultaneously trying to understand the value of virtual cards.

Solution = A/B test in market:

• Reduce complexity of product offerings by presenting use cases upfront to prompt awareness.
• Understand the customer's mental model for "single use". Do they perceive it as a control on a virtual card or a use case for a virtual card?
• Primary KPI is new customer acquisition (new customer = customer creating and using a single use virtual card number for the first time)

Impact: The test saw a 43% increase in customers creating and using single use virtual card numbers. Although new customer adoption rates did not change, customers were more likely to use controls when presented front and center as a use case rather than buried as a control.