Cobrand - Family of Cards page
The original side by side design did not perform well, so we did a redesign in early 2017.
Goals:
* Shift from an information-based design to a marketing focused design.
* Ensure the page will look and function well in different screen sizes so more people have access to the page.
Solutions:
* Punch up the headline: Visually enlarged headline to grab users' attention.
* Quick access to each card: Add card navigation right below headline, so three cards are equally visible above the fold on both desktop/mobile.
* Marketing focused: Add promotion message directly under the card image to create visual interest and let the users quickly connect promotion and the card.
* Friendly CTA: Updated "Apply Now" to "Learn More" which feels less forcible and less commitment, so the users are more likely to click on it.
Results:
We had significant increase in conversation rate.
+41% for premier plus card +147% for business card
Updates for Marriott Bonvoy in 2019
* Update new card products
* Update page to match new loyalty brand style.
* Moving page from Anita platform to Aries platform.
* Adding card images and summary card navigation below headline.
