A new front door
Rethinking the prospect homepage
The challenge
Develop a more engaging way of reaching new customers. Updating content to be more appealing to new users. Building a process for testing, learning, and making regular updates to the experience
The process
Building out a test plan for regular tests of different page experiments
Using third party research to understand competitive experiences
Using pre-marketing testing to develop new pages
Establishing a regular testing plan once a new page was launched
Solution
Once the strategy and user problems were established, multiple iterations of testing were started. Each time, learning what users responded to and how to improve.
Pathways
We determined that most prospects had an idea of what they wanted to achieve, so we set up three broad categories they could explore. More on that here
Interactive experiences
Designing tools to help educate users on the long-term benefits of investing
Results
Our two-year process lead to a successful redesign of the prospect homepage. This lead to:
more accounts opened from the homepage
increase in customer login rates
and no harm done to other experiences on the site