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.
For the multivariate test, HSBC marketers wanted two different themes—Sensibility and Sales—on two different Beneficial/HFC.com home pages.
For the Sensibility theme, marketers wanted to emphasize Beneficial/HFC’s commitment to building customer relationships and to offering sensible solutions—with no changes to the calls to action.
Elizabeth and her team created a warmer, relationship-oriented home page that met the marketers’ objectives for the Sensibility theme.