Fagan was Principal Content Developer for the websites of global bank HSBC. The role combined writing web content with developing front-end code, two of her strengths. HSBC bought Beneficial.com and HFC.com, which desperately needed redesigns. The two sites were essentially the same but served different markets.
After redesigning/relaunching Beneficial/HFC.com, HSBC marketers wanted even more insight into prospective customer behavior. They decided to do multivariate testing.
The goal was to lift conversion rates—in this case, the percentage of site visitors who completed the loan-request form. Marketers would track results of A/B and multivariate testing.
Fagan led efforts to create two new Beneficial/HFC.com home pages. She saw several ways to improve the default home page, one of the pages in the multivariate test.