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ANZ's online sales team, the home loans section of the website was unengaging and decreasing SEO effectiveness, on an out-of-date content management system that was ready for decommissioning.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

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.