E*TRADE WELCOME CENTER
E*TRADE asked us to redesign their customer welcome experience: the page people land on when they finish creating their accounts. E*TRADE had no issues getting people to open an account, but it was a totally different story for funding an account. They were seeing only a 47% fund rate within 30 days, even after testing multiple versions. Something was clearly not working.
So that’s where we came in: We conducted competitive audits, interviewed key internal stakeholders, curated E*TRADE’s own informative content, and gave them three UX, Design, & Copy concepts. Each option had a different focus—education on trading, investing inspiration and platform-centric tutorials—and went through user testing. We optimized the winner, and put forward a design that balanced education, inspiration, and action in a customized way.
The winner then went into A/B testing. And guess what? Our design won the A/B test. The best part? It not only won, but we saw a huge uptick in funding ranges: the 2-day fund average increased $575 while the 30-day fund average went up $190.
Not only did we accomplish E*TRADE’s business goals, and then some…I also got to learn more about finance and investing. I consider that a win-win!
Role: Content Lead
CONCEPT 1: Education On Trading
In this concept, we asked customers to self-select their comfort and experience level when it comes to investing. E*TRADE has a lot of wonderful pre-existing articles and videos, but they’re hard to find on the site. So we bring that content to the forefront, and map it back to our three preselected comfort and experience levels. This is the concept that won user testing, and the A/B test on the live site.
The full experience customers land on when they finishing opening their account. We lead with content that guides customers through the process, and give plenty of CTAs to fund their account or get help. The two following images show the two other paths customers could choose, and the content (articles and/or videos) that relate to their selection.
CONCEPT 2: Investing Inspiration
This concept highlights investment inspiration right off the bat. It gives a glimpse into the most searched for investments, so people can get an idea of what’s trending. And of course, it’s followed up with a curated selection of articles and videos to help people with the basics of of investing.
CONCEPT 3: Platform-Centric Tutorials
The E*TRADE trading platform can be very overwhelming to a new investor. In this concept, we break down the platform with tutorial videos that show people how to place a trade, what to look for in the their portfolio, and more.
