Helping Families Dream

College Savings Bank Website Redesign
Share this
Founded in 1987, College Savings Bank (CSB) offers financial products that enable any family of any income level to fund their children’s education. CSB’s website, however, was difficult for people to use. The site’s navigational system was confusing and single product information spread out among multiple pages. And all of this was presented in a dated visual design that reflected CSB’s brand poorly.

Making Access to Information Easier

After hearing from all of the key stakeholders, 3rd Edge rebuilt the site’s architecture from the ground up. In collaboration with CSB’s marketing team, we re-organized the main product categories, consolidated product information into a single page and created branded sections for key state savings programs. The navigation is organized around products and their tax benefits.

Providing A Human Banking Experience

We expanded the range of their brand color palette while adding fresh typography and images to craft a more human, less institutional feel. Presenting the content in tabbed and accordion formats helped consolidate content that was spread out among multiple pages previously into one single page. The site was integrated on the DNN content management platform. Our developers worked with CSB’s IT team to ensure that front and back-end integration was harmonious. Ample user testing was conducted.

To attract new visitors to the site, we created a banner advertising campaign. On one major ad network, the campaign achieved a 0.14% click-through rate (CTR); a 40% increase over the banking industry average of 0.10%. 6,300 clicks to CSB’s website were generated and there was an increase in account sign-ups during this campaign over the year before. The reception from CSB’s Board and audience confirmed that the site’s redesign successfully re-positioned the bank.

Services

Digital Strategy, Information Architecture, User Experience Design, Visual Interface Design, Website & CMS Development, Banner Advertising
Visit Website