April 9th, 2007
Recently, Wells Fargo launched a new home page. They’ve come a long way from their original design back in 1997:
Or from 2002:
Moving in a more link-rich direction, they’ve centered the design around the various different tasks users might come to the site to accomplish.
In a recent meeting with their design team, I learned they’ve done substantial research on what users’ trigger words might be.
For example, they used to have a link called Home Equity Financing. Using online tools provided by the PPC search vendors, they found it was searched for 115 times. However, in the same period Home Equity Loans was searched for 535,000 times. Using the same reasoning, they changed Auto Financing to Auto Loans.
The results? The designers tell us they’ve seen a 500% increase in the number of loan applications since they made the terminology changes. Sounds like it worked for them.Tweet