A recent redesign of the
Wells Fargo homepage led to a 50% uplift in online applications, more use of key functions such as the account log-in and branch and ATM location tools, and a significant fall-off in search enquiries.
The bank’s Internet Services Group used site stats, survey data and internal search information to pick up on customer requirements and shortcomings in navigation and fed this back into the re-development.
The team collated the 100 most-popular search terms to determine what customers most wanted to find and couldn’t. Topping the list were mortgage rates, security information, and ATM/branch locations – which subsequently were handed premium positions on the
new home page.
Customer click-throughs were also analysed to see how easy or difficult it was to get to certain destination pages. And users were asked their opinions on the styling and effectiveness of different online promotional campaigns.
A
report on the makeover by Forrester analyst Brad Strothkamp, describes the redesigned home page as “a best practice for financial services, and a blueprint for how eBusiness managers should use metrics to develop more effective Web sites”.