🔍 Solving a tricky issue for some product pages.
1/3 of calls received into the contact centre were about Later Life mortgages were from people who weren't eligible for our product range. This would be a disappointing experience for them, to get to that point and to be refused the product.
How do we support people to find information and to understand whether this is right for them?
- How do we work with the limitations of the current site nav and components?
- How do we uplift natural search?
- Equity release was a sore subject with Product Reg, but it is what people are searching for and the words they use to do so. How do we square this with keeping stakeholders happy?
- Aligned with Marketing on terminology and messaging
- Aligned with SEO team to use search terms
- Moved the phone number to the top of the page - now it sits in proximity to eligibility criteria, and when viewed on mobile - which over half of users were - it stacks above the eligibility content
- Called out the benefits, such as cashback, more prominently
- We kept all 3 later life mortgage options equally prominent on the hub page
- We changed the CTA wording to talk about 'finding out more' instead of 'ready to apply' - we knew from research that users were not ready to apply at this point, so this wording more accurately reflects their interaction mode and stage in the journey,
- We set their expectations for what will happen when they call
- We created an equity release guide and used SEO insight and search terms to answer common member questions
- The FW project was getting delayed, we realised that it wasn’t going to go live this financial year, so we rolled the changes back onto .co.uk
- So far, we have pushed 14 out of 76 pages back onto the live site as RFs come through
- We are bringing the benefits of the design process we've been through for FW forward, obliterating the misleading or incorrect existing content we set out to change in the first place, and pioneering an approach which is now being taken up by the other sprint teams
- Asked Brand (Simon and Dave) for their guidance on styling 'later life' in new pages, worked on a solution based on their guidance for letters, also TV and radio spots
- Worked on later life rates page content from UX designer's mockup
Borrowing in Later Life | Nationwide