Most website analytics tell you who clicked. Calculator engagement tells you what they wanted, how much, and when. This series is built from Appli’s own engagement data on financial-institution websites: three studies, 19 pages, one download.

What’s inside:

• Home equity: at one credit union, home equity loans converted at 15.7% against 6.9% for the line of credit, and 48.8% of finished contact forms went on to fund a loan.

• Consumer lending: across 50,000 engagements, the pages named for what people actually buy (a boat, a holiday, a pet) converted several times better than the generic category page, and small asks convert while big asks pay: $640 requested per engagement under $5,000, $5,104 above $50,000.

• Deposits: across 8,000+ engagements, savers at $50,000 or more are 29% of certificate activity but 81% of the dollars, and they click to open an account more often than small savers, 9.3% against 7.1%.

• A named campaign that worked: Southwest Financial Federal Credit Union put a reason, a deadline and a rate around one calculator and 35.8% of engagements started an application.

• Four changes per study you can make without building a new product.