Alternative marketing thinking

One of the things about a design job is that the entire process is driven by gut feel and individual opinion. So when Well Fargo Bank decided to redesign their website, they relied on gut, right? Wrong! The new site has been driven by inputs the bank got from analytics. And the results are already there to see, a spectacular, 50% increase in online applications! The team behind the site redesign collated the 100 most-popular search terms to determine what customers most wanted to find out 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. The experts like what they see on the Well Fargo site. Forrester’s Brad StrothKamp “The Wells Fargo home page is a best practice for financial services, and a blueprint for how eBusiness managers should use metrics to develop more effective Web sites.” Some more from Finextra.