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

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ANZ's online sales team, the home loans section of the website was unengaging and decreasing SEO effectiveness, on an out-of-date content management system that was ready for decommissioning.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

Results by the numbers

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