21 March 2018
Paul Penrose


Paul Penrose - Finextra

307Posts 1,356,256Views 246Comments

Wells' Web makeover woos punters and analysts

25 May 2007  |  5556 views  |  0

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”.

TagsRetail banking

Comments: (0)

Comment on this story (membership required)

Latest posts from Paul

ANZ and Visa lose the plot

30 June 2011  |  6755 views  |  0 comments | recomends Recommends 0 TagsMobile & onlineRetail banking

Don't give up the day job...ever

20 May 2010  |  5987 views  |  0 comments | recomends Recommends 0 TagsTrade executionWholesale bankingGroupWhatever...

Now we are ten

19 April 2010  |  6357 views  |  3 comments | recomends Recommends 0 TagsRetail bankingWholesale banking

Finextra's Best of the Web

05 March 2010  |  5875 views  |  1 comments | recomends Recommends 0 TagsRetail bankingWholesale banking

The ATM was the last great financial innovation

25 February 2010  |  10011 views  |  8 comments | recomends Recommends 0 TagsRetail bankingWholesale bankingGroupFinance 2.0

Paul's profile

job title Head of Research
location London
member since 2007
Summary profile See full profile »
I'm responsible for editorial content and quality control across the full range of Finextra media.

Paul's expertise

Member since 2006
307 posts246 comments

Who's commenting on Paul's posts