uSwitch Credit Cards

PLATFORMS: Desktop and mobile

PROBLEM STATEMENT:

Huge amount of traffic coming to this page and it has a very low conversion. 

Known issues:

a) Setting a poor first impression by placing “banner ad” looking content in primary areas of the homepage

b) Not assisting users in selecting a well-defined scope right from the homepage

COMPETITOR RESEARCH:

A competitor analysis means knowing your product or service like the back of your hand and stacking that up against the competition out there.

Why i am doing a competitor analysis?

  • To help solve usability problems
  • To understand where my product or service stands in the market
  • To inform the design process
  • To know the strengths and weaknesses of our competition
  • To have reliable evidence when making product changes
  • To focus my efforts in a target market

 

Things to remember:

a) Credit cards listed and sorted based on 3 core values (APR , Balance Transfer, Purchase) – not always present on the homepage.

b) Credit cards homepage is helping the user find the right credit card

c) Credit cards homepage is showing all credit cards categories with a brief explanation

d) There is a difference between ” Most Popular” and “Homepage”

 

TARGET AUDIENCE – MAIN KEYWORDS – PPC DATA:

It’s expected to have the highest volume of traffic coming through those generic terms, as it’s the widest part of the conversion funnel. That’s why, the click-out rate is expected to be higher that the category pages, whereas the offline conversion rate (CS2) would be expected the opposite.

 

Below we can find the main triggers (ad groups column) for the Generic campaign users to visit Most Popular. In the column Clusters we can find themes grouping the ad groups in a less granular level. This could help us to understand what smaller funnels we could present to the users when they land in this page in order to try increase conversion and encourage this generic user to get into a more specific table (apart from the main category funnels). 

 

 

OUR MAIN CATEGORIES PERFORMANCE – DATA ANALYSIS:

 

HOMEPAGE IA:

TARGET OUR USER :

Personas help to focus decisions surrounding site components by adding a layer of real-world consideration to the conversation. They also offer a quick and inexpensive way to test and prioritize those features throughout the development process. In addition they can help:

  • Stakeholders and leaders evaluate new site feature ideas
  • Information architects develop informed wireframes, interface behaviors, and labeling
  • Designers create the overall look and feel of the website
  • System engineers/developers decide which approaches to take based on user behaviors
  • Copy writers ensure site content is written to the appropriate audiences

In this case we have our “Prudent Planner” :

  • Don’t like the idea of money ever being wasted.
  • Usually brought up without a lot of money
  • Know where all their money is going
  • Like to feel they live within their means
  • Very price conscious
  • Think carefully about decisions, not very impulsive
  • Some have always had the same attitude to money

DATA ANALYSIS – TRAFFIC SHARE :

 

  • Desktop, tablet, mobile traffic share
    • Desktop –  41.40%
    • Mobile –  40.00%
    • Tablet – 18.40%

 

  • Overall conversion by device
    • Desktop – 12.75%
    • Mobile – 7.75%
    • Tablet – 9.00%

 

  • Overall clickout % by device
    • Desktop – 46.00%
    • Mobile – 32.00%
    • Tablet – 22.00%

 

  • Most visited pages
  1. Balance Transfer (81k) (31% click-outs) (14% conversion)
  2. Most Popular (45k) (19%) (10% conv)
  3. Bad Credit (33k) (16.5%) (11% conv)
  4. Homepage (21k) (2.8%) (8% conv)
  5. Guaranteed no credit check (14k)
  6. 0% Purchase (11k) (7.8%) (16% conv)
  7. Credit Building (7.6k) (4.1%) (13% conv)
  8. Travel cards (7.3k) (2.9%) (2% conv)
  9. Cashback (6.5k) (2.4%) (2% conv)

 

BRAND GUIDELINES :

 

GETTING SCREENS READY FOR INVISION PROTOTYPE :

 

 

PROTOTYPE LINK

TESTING THE PROTOTYPE – USER INTERVIEWS :

A/B TEST RESULTS :