Increasing Conversion

Vanguard, located in Malvern PA, is one of the world’s largest investment management companies. Its public website handles approximately 120 million visits per year and since 2012, Spark DSG has augmented Vanguard’s internal design team’s design capabilities. Spark has collaborated with Vanguard on native applications, page optimizations, SEM landing pages and critical user flows on the public website.

Services Provided

  • Wireframe Design
  • User Interface Design
  • Content Strategy
  • User Research
  • Focus Groups & Surveys
  • Learn More →

The Challenge

In 2013, Vanguard asked Spark to optimize it’s most trafficked page, the What We Offer landing page. Vanguard drives the majority of their SEM to this page which accounts for its traffic. The existing page was underperforming, lacked clear calls to action and a clear content focus.

What We Did

Spark began by assessing the existing experience, evaluating Vanguard’s analytics and usability reports while simultaneously creating a UX Map to identify inbound and outbound traffic to the page. This enabled Spark to ensure that all departments at Vanguard would be supported by the new design but with a more customer centric focus to the page.

Once, the UX Map was socialized and approved, Spark drafted four layout variations of the page, playing with various levers to produce different content hierarchies. These four permutations were tested using Vanguard’s internal analytics team with the winning variant pushed to production.

The Results

This process resulted in Vanguard’s highest converting page with the new design seeing a 156% increase in new account creation over the prior version.

Services Provided

  • Wireframe Design
  • User Interface Design
  • Content Strategy
  • User Research
  • Focus Groups & Surveys
  • Learn More →

More Work

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