Wise scored 96.The one finding that repeats: its own help pop-up.

The journey

1. 01Landing
2. 02The fee promise
3. 03Send money: arrival
4. 04Send money: the conversion block
5. 05Sign-up: the email step

1. 

   01Landing

   1. 4

      Good · “Open an account” sits on the opening screen: one main button, full width, in thumb reach.

   2. 5

      Good · The headline says what you get, sending money abroad for less, with its proof beside it: 50+ currencies, no hidden fees.

2. 

   02The fee promise

   1. 6

      Good · At every decision point, one filled main button, one text link. Never two that compete.

3. 

   03Send money: arrival

   1. 1

      Bad · On arrival, a help pop-up, plus a floating “Ask” button, covers the transfer calculator. The “You send” field sits behind help nobody asked for.

   2. 2

      Bad · A visitor from Pakistan lands on the US site. The switch is a text banner that takes about 15% of the opening screen, not an automatic choice or a main button.

4. 

   04Send money: the conversion block

   1. 3

      Bad · Further down the page, the help pop-up opens again, over a section heading.

   2. 6

      Good · At every decision point, one filled main button, one text link. Never two that compete.

5. 

   05Sign-up: the email step

   1. 7

      Good · Sign-up starts with one field, its label in view, asking for an email address.

What fails

What works

• 4

  “Open an account” sits on the opening screen: one main button, full width, in thumb reach.

• 5

  The headline says what you get, sending money abroad for less, with its proof beside it: 50+ currencies, no hidden fees.

• 6

  At every decision point, one filled main button, one text link. Never two that compete.

• 7

  Sign-up starts with one field, its label in view, asking for an email address.