New WellsFargo.com Home Page

Jared Spool

April 9th, 2007

WellsFargo.com Redesigned Home Page

Recently, Wells Fargo launched a new home page. They’ve come a long way from their original design back in 1997:

WellsFargo.com from 1997 [Archive.org]

Or from 2002:

WellsFargo.com 2002 Home Page [Archive.org]

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.

WellsFargo.com Loans

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.

4 Responses to “New WellsFargo.com Home Page”

  1. Hugh G. Says:

    Definitely an improvement. Though I’m stumped as to why they thought having two different link styles, side by side no less, would be a good idea.

  2. Jared Spool Says:

    The two link styles was the first thing I asked about. (There’s actually 3 if you count the “More >” link.)

    Their answer: the different styles tested well with users. They understood the non-underlined bold words to be categories, whereas the underlined normal phrases to be special details. In their tests, the Wells team didn’t see any confusion amongst the users.

  3. anonymous Says:

    Excuse the anonymity. BUT, I wanted to share an inside story, which is that WF tested designs of their home page a few years back, including a link-rich but almost no-graphic version. And while it performed very well, it failed on one key measure — user’s confidence. Why?

    Because it didn’t have an image of a stagecoach. Even though it had the logo, WF customers have grown so accustomed to the stagecoach, that, without it, they had a pang of uncertainty.

    So, the stagecoach went back in.

  4. Bulgarian Experience » Blog Archive » links for 2007-04-14 Says:

    [...] UIE Brain Sparks » Blog Archive » New WellsFargo.com Home Page [...]

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