HSBC.com Home Page

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.


Before: HFC home page

Before: HFC home page

Background

Though the two websites were branded differently, Beneficial.com and HFC.com contained the same content. The brands were active in different states.

Challenge

Create an easy-to-understand, friendly home page that instills a sense of trust. Reduce visual noise and create a single point of initial focus. Place the “Find a Loan” feature prominently.

Result

With the home-page image and banner text, stakeholders felt the page was improved. Navigation was clearer. “Find a Loan” was prominent but not overbearing.

After: Beneficial home page

After: Beneficial home page

HSBC.com About Us & Advantage

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.


Before: HFC.com About Us

Before: HFC.com About Us

Background

HSBC acquired Beneficial and HFC, which had been losing market share to online and upstart mortgage companies.

Challenge

Differentiate Beneficial and HFC from competitors by highlighting the companies’ long histories, traditional values, and community service.

Solution

The About Us page became a multi-page section Advantage section. The home page banner image linked to the Advantage landing page. This is a good example of how information architecture can support branding efforts.

After: Beneficial.com Advantage

After: Beneficial.com Advantage

HSBC.com Email

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.


Before: HFC.com Email

Before: HFC.com Email

Background

Beneficial/HFC marketers regularly communicated with customers by email. For example, a completed loan application elicited an email response.

Challenge

Use the emails to cross-sell other HSBC financial products. Increase the number of customers who register and use the Beneficial/HFC.com websites to manage their accounts.

Solution

Fagan redesigned the emails and created positions for cross-selling and links to the Beneficial/HFC.com websites. She added brand colors and visual messaging. She wrote user-centric content.

After: HFC.com Email

After: HFC.com Email

HSBC.com Rate Reduction Program

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.


Before: HFC.com Rate Reduction Program

Before: HFC.com Rate Reduction Program

Background

A Beneficial/HFC program offers lower rates to customers who make payments on time. The rate-reduction program (Pay Right Rewards) was described on a web page and in an accompanying PDF.

Challenge

Highlight the rate-reduction program across the new sites. Clearly define the benefits of the program to customers.

Before: HFC.com Rate Reduction Program PDF

Before: HFC.com Rate Reduction Program PDF

Solution

The rate-reduction program becomes a navigation item on the home page and on the mortgage landing page. The content was rewritten to eliminate the PDF.

After: Beneficial.com Rate Reduction Program

After: Beneficial.com Rate Reduction Program

HSBC.com Mortgage Refinance

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.


Before: HFC.com Mortgage Refinance

Before: HFC.com Mortgage Refinance

Background

With no clear sections and landing pages, the Beneficial and HFC websites were hard to navigate. Navigation was frequently circular, with no clear destination page.

Challenge

Create websites that are easier to use and that increase conversion rates (number of completed online loan applications), especially for mortgage loans.

Solution

Organize content into sections with landing pages. Highlight mortgage loans with Mortgage Refinance and Debt Consolidation sections. Create clear paths for completing the online loan request.

After: Beneficial.com Mortgage Refinance

After: Beneficial.com Mortgage Refinance

HSBC.com Multivariate Testing 1

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.


Beneficial.com home page before multivariate testing

Beneficial.com home page before multivariate testing

Background

After redesigning/relaunching Beneficial/HFC.com, HSBC marketers wanted even more insight into prospective customer behavior. They decided to do multivariate testing.

Challenge

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.

Solution

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.

HSBC.com Multivariate Testing 2

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

For the multivariate test, HSBC marketers wanted two different themes—Sales and Sensibility—on two different Beneficial/HFC.com home pages.

Challenge

For the Sales theme, marketers asked for a “livelier feel,” with more direct calls to action and a more prominent link to the loan-request form.

Solution

Fagan knew about traffic patterns and customer bases. She envisioned a home page for the Sales theme and created a wireframe to communicate her vision.

Beneficial.com Sales theme wireframe

Beneficial.com Sales theme wireframe