HSBC.com Multivariate Testing 3

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.


Background

Fagan worked with visual designers on HSBC’s User Centered Design team to support her wireframe and vision.

Challenge

Information architecture, content strategy, and content development are closely aligned. Fagan employed the three sets of skills when she defined and wrote the copy and navigation links.

Solution

Fagan and her team created a home page that met the marketers’ objectives for the Sales theme. Note the more prominent Select a Loan feature and Learn More/Apply Now links.

Beneficial.com Sales theme
Beneficial.com Sales theme
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