Revitalised website improves customer experience

Financial services, retail bank 

Background

Our client was relaunching its Internet site. They wanted to improve the online user experience and maximise site Search Engine Optimisation. They also wanted to establish a capability that would allow them to continuously improve the site's quality and usability, through better tracking of online usage. 

Driver

The organisation had 3 key business objectives for the website's relaunch. Firstly, a better user experience would engender increased referrals and sales for Consumer and Business customers. Secondly, maximising the site's Search Engine Optimisation would allow customers to quickly and easily find information. Thirdly, improving usability would increase website traffic and help retain customers. 

What we did

TP3 consulted with the client's project team, content owners, designers and the end-users to help rationalise and rewrite the website. This included: 

  • Performing a Content Audit of all existing material (over 2,000 pages)

  • Removing duplicate URLs to provide single source content

  • Creating a structure and profile of product content (personal, business and corporate banking)

  • Identifying Shared Content and analysing generic versus specific content

  • Rationalising and rewriting all product content, and creating content templates

  • Optimising the content logic/linking within the User Interface and Information Architecture to encourage cross selling opportunities

  • Analysing customer engagement framework to explore the business opportunity/challenges of more enhanced features identified in the framework, and

  • Understanding the touch points of above framework to support the actual content design phase.

All content was rewritten using the Information Mapping® methodology.

Business impact

TP3 developed and structured website content that catered for the varied needs of the client's customers, and included effective meta-data. Because of this, the client launched its new website satisfied in the knowledge that their current and potential customers could efficiently find and retrieve the information they required.

More information

If you would like more information about this case study or how TP3 can enhance your website, please contact us on 1300 658 388 or email info@TP3.com.au.