5. Gap Analysis
Ameriprise advisors links:
• There are three existing entry
points to the page.
1. External Search Engines
2. Existing Internal Search
Engines
3. Existing Internal Pages
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1
2
3
6. Gap Analysis
What we do:
• Single CTA.
• Site is cluttered, difficult to
locate button.
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7. Gap Analysis
Financial planning:
• Only makes use of one
module.
• This is the only entry point for
users to access the
Ameriprise Advisors page
from the existing Product &
Services page.
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8. Gap Analysis
Find a advisor:
• The link allowing users to
request an advisor contact
them is buried at the bottom.
• Wording switches between
“Find an Advisor” in the main
nav to “Find a Advisor” in the
page header.
- Use “a” not “an”.
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10. User Personas
Persona (1):
• Potential Client
- Invests to support lifestyle.
- Increase investments with
income level.
- Increase income and save
for retirement.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1010
11. User Personas
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1111
Persona (2):
• Potential Client
- Invests to support lifestyle.
- Increase investments with
income level.
- Increase income and save
for retirement.
12. User Personas
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1212
Persona (3):
• Existing Client
- Invests to support lifestyle.
- Increase investments with
income level.
- Increase income and save
for retirement.
13. User Personas
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1313
Persona (4):
• Potential Client
- Invests to support lifestyle.
- Increase investments with
income level.
- Increase income and save
for retirement.
14. User Personas
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1414
Persona (5):
• Existing Client
- Invests to support lifestyle.
- Increase investments with
income level.
- Increase income and save
for retirement.
16. UX Recommendations
Summary:
• Create a landing page for the Ameriprise Advisors page.
• Add links for ”Find a Advisor” to main navigation tray.
• Add “Find a Advisor” banner and call-to-action to Ameriprise homepage.
• Optimize search engine content.
• Increase SEO keywords usage.
• Implement schema microdata to expand search capabilities and linkage.
• Expand internal links, increasing traffic to and from the advisors page.
• Increase usage of call-to-action buttons and links, using persuasive language.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1616
17. UX Recommendations
Landing page:
• Include client testimonials to the newly designed landing page.
• Add internal links to drive traffic to existing Ameriprise pages.
• Update the buttons to the existing What We Do page. The button needs to be enlarged and
highlighted so that users can find the advisor search links above the fold.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1717
18. UX Recommendations
Navigation:
• Add internal links to tie-in to existing navigation.
• Update the buttons to the existing What We Do page. The button needs to be enlarged and
highlighted so that users can find the advisor search links above the fold.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1818
19. UX Recommendations
SEO optimization:
• Add tags and general tracking to the Ameriprise Advisors page. Currently these pages to not allow
for tags or tracking data.
• Increase social media channels presence.
• Optimize search engine content.
• Implement schema microdata to expand search capabilities and linkage.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 1919
20. UX Recommendations
SEO keywords:
• Include short-tail and long-tail keywords. These account for the majority of web searches. They
should be included in all search types.
• Short-tail keywords:
- Three words or less.
- Short tail keywords are also known as “head” terms. They may be the first thing users think of when
they are deciding where to go on a site.
• Long-tail keywords:
- More than three words. These are better targeted and not as broad as short-tail.
- While these are more specific, they may not bring in more traffic. This primarily impacts the traffic
target users.
• Keyword examples include: advisor-adviser, advisory, advisor client, advisor and advisee.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 2020
21. UX Recommendations
Micro schema data:
• This is not the same as SEO implementation.
• This data structure increases a external search engines understanding of the site’s content.
• Schema is a type of microdata that makes it easier for search engines to parse and interpret the
information on web pages, allowing users to receive relevant search data.
• With micro schema, concise snippets of data result in higher click-through rates as users can quickly
and easily determine find the content they’re searching for.
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22. UX Recommendations
Call-to-action buttons and text links:
• Pages using a CTA should word the button/link to focus the users’ goal, and the actions they will take
to get there.
• Add “Find a Advisor” links in the main tray navigation.
• Add a module to the homepage, placed above the fold. The user should not need to scroll down the
page, searching for access to the advisor site.
• Choose the correct words to encourage users to investigate our advisors and find one that better suits
their needs.
• For example, use “free” instead of “no-cost” or “sign up now” instead of asking the user to “join us.”
• Mix the following phrases to encourage users to various actions:
- Phrases for persuasion – “You, guarantee, results, free, because, and new.”
- Phrases that gain interest – “Reply, share, and contact me.”
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24. UI Draft
Homepage module:
• Place above the fold.
• Allows user to continue
scrolling for Advice &
Solutions.
• Clear call-to-action.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 2424
25. UI Draft
What we do main navigation:
• Clear link, directly below the existing main navigation.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 2525
26. UI Draft
Products & services main navigation:
• Clear link, directly below the existing main navigation.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 2626
27. UI Draft
Landing page (1)
• Clear link, directly below the existing main navigation.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 2727
28. UI Draft
Landing page (2):
1. Incorporate left side navigation, allowing users to find additional information and directly
access the search feature. Search is still available on the advisor results page.
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 2828
2. Clear header
and call-to-
action.
3. Top nav links to
internal pages.
4. Testimonial
video.
5. Advisor profile.
29. UI Draft
Landing page (3):
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 2929
1. Full screen
background
image.
2. Testimonial
videos on both
sides of CTA.
3. Secondary
picture with CTA.
3
30. UI Draft
Landing page (4):
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 3030
1
2
3
1. Ameriprise logo.
2. Concise CTA.
3. Scroll pagination,
displaying the
search function
for finding a
advisor.
1
31. UI Draft
Landing page (5):
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1. Left navigation.
2. Opaque
background
image.
3. Testimonial
video.
4. Search CTA.
5. Advisor profile
with CTA
access.
33. UX Recommendations
External Links:
• http://schema.org/docs/full.html
• http://keywordtool.io/
• http://buzzsumo.com/
• http://relevance.com/the-importance-of-video-testimonials-in-content-marketing/
• SEO basics: 22 essentials you need for optimizing your site | Search ...
• SEO Optimization - Learn to Optimize for SEO | WordStream
For internal use only. Not intended for inspection by, or distribution or quotation to the general public. 3333
