Nationwide Building Society

Challenge

By improving navigation to debt support online, there was an increase in traffic to the existing debt help webpage. This part of the user journey was confusing. The page was showing high exit rates and onward journeys to a global contact section instead of into the primary and secondary calls to action.

Solution

Redesign page to better meet user needs and increase traffic into intended calls to action.

What I did

• Language analysis of existing content for comprehension
• Reviewed insight across: SEO, performance analytics, heat mapping and in-page user feedback to identify pain points and successes
• Worked closely with stakeholders to manage redesign and repositioning of key messages - mapping all design decisions against evidence
• Pair writing content with SMEs
• Helped set up bespoke data analytics dashboard for self service and better monitoring of end-to-end journeys in the debt help space

The impact

Data captured 30 days before and 30 days after:

• 32% increase in users clicking main CTA
• 36% increase in users reaching end of main CTA journey
• Overall increase in users seeing sources of help bespoke to their situation (range 19% to 50%)
• Reduction in users going to contact us or help section after visiting page
• Increase in month on month (MoM) of users from general money help to debt help
• Passed independent comprehension testing as part of consumer duty regulations with overall positive response to content and experience