隨著Fintech的浪潮逐漸興起，金融行業的數位化已經逐漸普及且日趨精進。加上人們網路行為的普及，多數人已經開始使用網路進行金融交易。而金融網路交易的第一步，就是完成網路交易帳號的申請，但線上金融帳戶的開戶步驟非常繁瑣，對於用戶常常沒有耐心或是有介面操作的不熟悉，進而放棄完成線上金融帳戶的申請。

然而在設計開戶流程時，每一個步驟都影響使用者的心情或是決策，而如何設計線上開戶流程並提出建議加以改善，讓用戶可以順利完成開戶，是金融產業的一大課題。

本研究依據用戶的網站行為數據作為線上開戶流程的分析基礎，發現線上開戶流程最大關卡在於線上開戶登陸頁，若能改善線上開戶登陸頁的問題，就可提升開戶人數。

根據國外相關研究測驗，登陸頁放上客戶的微笑圖片，或是廣告文案與入頁文案的相呼應，能提升登陸頁之轉換率，因對此本研究以此兩種網頁設計配合A/Btest所獲得的資料進行分析，做為改善網站方式的決策依據。

在實驗之兩種網頁設計方式進行測試後，成功提升線上開戶登陸頁轉換率。因此以數據分析線上開戶流程問題發生之處，再制定優化策略搭配A/Btest技術，可提供科學化的實驗數據來決進行流程改善，也能避免因個人的人為經驗，做出錯誤的判斷，而無法有效改善開戶申請頁的轉換率。

關鍵字：數據分析、A/BTest、轉換率、網頁設計、網站行為、線上開戶

With the rising wave of Fintech, the digitalization of the financial industry has gradually become more popular and more sophisticated. In addition to the popularity of people's online behavior, most people have started to use the Internet for financial transactions. The first step of financial online trading is to complete the application for an online trading account, but the steps to open an online financial account are very tedious, and users are often impatient or unfamiliar with the interface operation and give up on completing the online financial account application.

However, when designing the account opening process, each step affects the user's mood or decision making, and it is a major issue for the financial industry to design the online account opening process and make suggestions to improve it so that users can complete the account opening process smoothly.

This study analyzes the online account opening process based on the user's website behavior data and finds that the biggest barrier to the online account opening process is the online account opening landing page, and if the problems of the online account opening landing page can be improved, the number of account openers can be increased.

According to overseas research, the conversion rate of the landing page can be improved by putting a customer's smile picture on the landing page, or by echoing the advertisement text with the entry text.

After testing the two web design methods, the conversion rate of the online login page was successfully improved by the proposed designs. Therefore, the data analysis of online account opening process problems, and then the optimization strategy with A/Btest technology can provide scientific experimental evidence for process improvement. Experimental results also indicate wrong judgement due to personal experience, which can not effectively improve the conversion rate of account opening application pages, may be avoided.

Keywords: data analysis, A/BTest, conversion rate, web design, website behavior, online account opening

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