A large credit card issuer had seen a recent influx of site visitors due to a unique promotional offer. The number of active monthly users had surged to more than 1.5 million. However, because their servicing site was disjointed and difficult to navigate, the company was failing to capitalize on this opportunity. A major site overhaul was required.

The Kessler Group designed an entirely new site based on a recent usability study. The greatly improved site design created a streamlined transactional flow and a cleaner, more simplified navigational experience that boosted usage and customer activities such as bill paying and viewing transaction history. Such new features as free financial educational tools and a more prominently displayed balance transfer tab generated increased usage and new revenue streams. Strategically placed links enabled more cross-sell opportunities and overall ease-of-use. We also developed streamlined templates to reduce the complexity, timeline, and cost of future site changes.

The site redesign overwhelmingly exceeded expectations. The Kessler Group enabled the card issuer to grow revenue by 17%, increase transactions by 12%, raise commissions by 29%, and boost email captures by 16%.