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American Express
Duration: 2015 – 2017
Goals:
Expedite customer acquisition efforts of getting someone to call in and convert with a sales agent.
Increase contribution margin per visit (CM/V) on paid search/display landing pages.
Leverage the aura of luxury brand partners to target an affluent, millennial demographic
If the visitor isn’t interested in a Mercedes Card, how can the conversion be saved by directing the visitor to another high-value card product?
Create page flexibility by using a modular design layout that allows for other Co-brand experiences and A/B testing.
Solution:
Given that most of the site’s traffic would be generated from targeted paid search efforts and the specificity of this card, I knew that in order to maximize our CPC spend (and ROI), conversion rates needed to remain around 22%+.
After consulting with the Amex corporate team, I worked with them conceptualizing not only the design, user experience and flow, but also in retouching and art directing imagery that I felt would best achieve our goals. The imagery works to portray an exclusive lifestyle of Amex card members and creates a dynamic presentation of the content.
Result:
3x conversion lift Month over Month (MoM) in both desktop & mobile conversion rates (vs. the control in a 1:1 A/B test). Additionally, the redesign of the templated site reduced existing customer service calls. We saw an increase in referral traffic from this landing page to other Amex cards by consumers who may not have been interested in applying for a Mercedes/Delta/SPG specific credit card.
