Allstar Business Solutions offer the UK’s widest fuel network, providing a wide range of fuel cards and business VISA solutions. Allstar are part of the global Fleetcor network that boasts a significant range of brands leading the way forwards for business payment solutions.

The Task

Allstar operate in a competitive marketplace, harnessing the demand for fuel cards and business credit cards. Their route to market is through digital performance channels and the pressure on converting users into leads and customers is of critical importance. Allstar had recently launch and end-to-end fully digital application process where users couple apply online in minutes for a variety of their products and get an instant decision, fully automating the account opening process. Whilst the application form was kept as simple as possible, there was still room for improvement and optimisation.

Sculpt Analysis

Sculpt analysed hours of user recordings to understand user experience issues and behaviour patters which led to users struggling with the application process or worse, dropping out. Additionally we developed real-time reporting using Google Data Studio to monitor the performance of each step of the application process, developing a visual funnel on the drop off rates. This insight helped shape a testing program, ensuring that efforts were focussed on the areas of greatest impact.

Sculpt Recommendations

A series of tests were recommended and put in place, these ranged from utilising different API’s to lookup company details, through to softer tests that outlined a need for reassurance and inform users of requirements before and during the application process itself. In this case study, we have highlighted our test which informed users they they may require proof of address during the application process. During our audit process, we had identified this to be a key drop of stage, likely due to users not having access to the necessary documents.


Our test variant demonstrated a 246% increase in conversion rate, with an overall completion rate of 14.26% vs 5.79%.