Money in the bank
Content transformation turns old site into key marketing tool.
ASB’s new site is better, brighter and yellower. It’s pulling more people and giving the bank better mileage for its marketing money.
People weren’t using the old site as the content was too wordy, too sprawling and too hard to find. The bank needed sharp new copy to motivate people to explore more of what they have to offer.
Intensive user research and testing informed a more intuitive site structure and a guide that sets the writing style for various parts of the site.
The bank’s popular new blog, Antenna, presents banking and finance news alongside celebrity columns and opinion. Readers’ comments give ASB’s customers a voice and the bank a valuable insight into the mood on the street.
Redesigned section home pages entice users to click around while improving access to core online services. It’s easier than ever to log in and make a transaction but you’re now more likely to stop and pick up something useful on the way.
The bank’s marketing team love being able to create banners to support current campaigns, without the cost and time involved in micro sites.
The site positions ASB as a clear leader in a highly competitive pack.