Close

CASE STUDY EXPERIENCE IMPROVEMENT

Improving acquisition through targeted business solutions

We partnered with American Express to create a responsive web experience that would reposition their offerings, improve online lead generation and acquisition, and reduce customer inquiry rates into the acquisition funnel.

American Express Global Corporate Payments division wanted to reposition their corporate offerings from a product-based model focused solely on corporate credit cards to a customer-centric model focusing on holistic business solutions. They wanted an experience design partner to increase awareness of their B2B payment solutions and optimize their online acquisition by applying a data-driven approach.

Our contributions

We were selected to create a B2B experience that would guide new and existing customers to the appropriate information, clearly communicate the differences between their comprehensive business solutions, and reduce misdirected customer inquiry calls.

 

Holding the design accountable

American Express placed a great value on their ability to quantify the success of the reimagined experience. The Global Corporate Payments team partnered with Effective at the outset to map out business objectives and key performance indicators (KPIs). Initial KPIs included: Increasing search engine traffic to their website, increasing the prospect inquiry rate, and decreasing customer service inquiries.

Understanding current customer interactions

We combined qualitative research (stakeholder interviews, live user testing and target audience market research) and quantitative data (A/B testing and website analytics) to gain an in-depth understanding of how prospective and existing customers were interacting with the site.

Using research to inform design

Based on our findings, we focused the design around four key areas: an intuitive user experience, clear navigation, an engaging filter, and an effective lead form – adding personalization to guide customers more quickly to the best solution for their business. We created multiple prototypes of the homepage, quiz, lead forms, card comparisons tools, and B2B payment solution pages to conduct multivariate usability tests with middle market test subjects in order to quantify the overall value, confidence, and task success rates of each page. We used the test results to optimize the designs accordingly.

Exceeding KPI goals

Designs were provided to American Express’s development partner to implement. American Express measured the impact for several months after the new experience launched and reported that the redesign had significantly exceeded all benchmarks defined at the onset of the project.

Exceeding KPI goals

We provided the designs to American Express’s development partner to implement. Several months after the new experience launched, we measured the impact of the design and exceeded all original benchmark numbers.

Exceeding KPI goals

We provided the designs to American Express’s development partner to implement. Several months after the new experience launched, we measured the impact of the design and exceeded all original benchmark numbers.

This [site] is very easy, very simple, very credible. I like how it tailors [solutions] for my company. A lot of companies throw in services as an afterthought; it’s good that it’s being prioritized here. This [feels] more confident. Other companies throw in a lot of buzzwords, while this [site] says ‘we’ve done this before.'

— Target user #2