Our Client is the leading reverse mortgage carrier in Canada and offers reverse mortgage product to homeowners of 55 years of age and above. Reverse mortgage business comprises of advisor and consumer businesses. Our client uses digital/ web assets as well as ‘Web to phone’ to reach potential customers.

The Solution

Due to the niche nature of the product, the website aims to generate more leads by engaging the target audience and by driving traffic to key pages, showing relevant content and displaying value propositions in a more structured way would help in ensuring that the key highlights of the products surface out intuitively.

• Optimizing the design based on the data-driven UX analysis to drive more traffic to key pages from homepage
• Improvising the page layout by displaying value proposition in a structured way to ensure that the differentiation clearly stands out
• Ensuring that the experience on the website is less frustrating, by replacing carousel design with static hero image. This was arrived after conducting secondary research about the demographic

Because the product is niche, we expected that driving traffic to key pages, showing relevant content & displaying value propositions in a more structured way would help in ensuring that the key highlights of the product surface out intuitively