The document outlines a website redesign for a national loan provider facing issues with performance, engagement, and search visibility. The redesign strategy incorporates data analysis from various sources to improve user experience, messaging, and SEO, particularly focusing on mobile traffic and customer journeys. Key recommendations include rethinking the homepage messaging, enhancing product page templates, and optimizing navigation for better user engagement and conversion rates.

1. Using Your Data to
Redesign Your Site

2. The client...
A large national loan provider with
hundreds of store locations.

3. The problem...
A poor performing website with
decreasing engagement, stickiness,
conversions and organic search
performance (mainly due to their poor UX
and messaging).

4. The solution...
A full website redesign.

5. The challenge...
The client consistently asked “why”
throughout the process...

6. Your data tells the story of “why”
Google Analytics
Who / what / where is coming to your website
Google Search Console
Who / what / where / how is coming to your website through organic
search
CRM or Email platform
Who is your customer / conversion target
Ahrefs or SEMrush
How are people finding your competitor websites through organic search

7. This informs the site’s build process

8. Who is coming to your website?

9. Where are they coming from?

10. How are they getting there?

11. How are they getting there?

12. Where are they arriving?

13. Where are they hanging out?

14. How are they performing?
Page Pageviews % of Total
Avg. Time on
Page
Entrances Bounce Rate % Exit
loans/ 696,337 37.96% 0:00:42 190,012 38.54% 42.13%
/small-business-loans/ 346,706 18.90% 0:01:20 140,943 23.57% 28.90%
/online-loans/ 247,636 13.50% 0:00:44 108,569 48.45% 50.99%
/store-services/ 245,592 13.39% 0:01:02 123,806 40.54% 45.13%
/installment-loans/ 110,205 6.01% 0:00:34 27,802 42.67% 37.66%
/cash-advance/ 73,732 4.02% 0:00:45 43,525 46.83% 52.85%
/flex-loan/ 55,058 3.00% 0:00:50 15,277 57.69% 42.03%
/business-loans-online/ 53,040 2.89% 0:00:42 4,955 65.59% 43.66%
/line-of-credit/ 6,328 0.34% 0:00:32 2,356 85.81% 39.52%
Avg TOP Avg Bounce Avg Exit
Rest of Site 0:01:30 47.66% 43.77%
Product Pages 0:00:48 49.97% 42.54%

15. How are they performing?

16. Are they finding what they need?

17. Are they finding what they need?

18. Are they finding what they need?

19. How are they arriving from search?

20. Example learnings from analysis
● A little over 60% of your website’s traffic is female
● This trend holds true when it comes to converting on your
website, as females lead males 61% to 39%
● Almost 60% of your website’s traffic is between the age of 25 and
44
| Messaging and imagery on the site should reflect this

21. Example learnings from analysis
● Mobile makes up about 59% of total traffic this past year, but almost
70% of goal conversions occur on mobile
| We will begin the design process with mobile layouts
● Key service landing pages have a high bounce and exit rate, from all
traffic sources. These pages make up a large majority of your traffic
and represent the largest decrease in traffic and conversions.
| Increasing “stickiness’ of pages will be primary goal.

22. Example learnings from analysis
● Of your 668k “branded” search sessions, 90% of them land on the
home page. This tells us people are hearing about you for the 1st
time and want to land on a general experience to help them
understand the brand / offerings (i.e. the intent behind that is
discovery, not purchase)
| Home page messaging needs to be rethought to reflect this
● Messaging and imagery on “1st touchpoint” pages should be gender
neutral, with a slight skew towards females.
| Home page messaging needs to be rethought to reflect this

23. Example learnings from analysis
● Top level navigation does not support the customer journey. Only
highlights 2 loan options. This sends a signal to search engines that
the other pages are not as important, as they’re only listed out and
linked to from the footer.
| Move the experience to a mega menu
● Need to rethink the customer journey by traffic source and page /
content type.
| We’ve built out customer persona journeys to help illustrate

24. Customer journeys

25. Customer journeys

26. Customer journeys

27. Customer journeys

28. Sitemap and architecture

29. Navigational redesign to support journey

30. Navigational redesign to support journey

31. Navigational redesign to support journey

32. Navigational redesign to support journey

33. SEO considerations
SEO is a huge consideration for the rebuild of the
site. Organic traffic to product pages has trended
downward. With the difficulty of buying traffic (and
acquiring new visitors), organic traffic should be a
top priority for your new customer acquisition.
There are hundreds of questions about each specific
loan you offer, none of which are addressed on
current pages.

34. SEO considerations
These questions were taken into
consideration when building the product page
templates.
There’s now an area to highlight 2 big
questions, and a custom FAQ section to
answer them in more detail.
This not only gives us additional semantic
keywords on the page, but it helps to satisfy
intent. Google adds “additional searches”
because the algorithm understands that’s
what people are looking for when searching
for a specific query. Adding these sections
will not only improve rankings, but dwell time
as well.

35. Product understanding

36. Product understanding

37. Want More Sales?
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