Successfully launched the new online home loans experience, increasing conversion through improved content personalization and segmentation to deliver incremental $27m revenue.

Andrea G.

Mayple Vetted

expert

The Challenge

When Andrea joined ANZ's online sales team, the home loans section of the website was unengaging and decreasing SEO effectiveness, on an out-of-date content management system that was ready for decommissioning.


The business desire was to migrate the website to Adobe Experience Manager and deploy a personalization test/learn program, starting with this redesign. 


The goals, therefore, were to:

  • Increase relevance of the content during stages before and during the application process.
  • Build new content modules to scale content and make authoring flexible for continuous experiments. 
  • Increase organic traffic.


The Process

Andrea's process was to:

  • Form and lead a team of 25 across marketing, content strategy and copywriting, digital marketing, UX/UI, development, and product management.
  • Take a customer-first approach to deeply understand the user journey of a prospective home loan applicant.
  • Engage an SEO partner to audit and develop an SEO strategy targeting high-converting keywords and then optimizing on-page content and URL structures.


The Solution

Successfully launched the new online home loans experience, increasing conversion through improved content personalization and segmentation to deliver incremental $27m revenue.

Skills Used

Content Marketing,Copywriting,CRO,SEO

Industry

Finance

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