For Customer Experience Professionals (Length: 5 pages)
May 23, 2007
Case Study: Metrics Drive Wells Fargo's Home Page
A Best Practice Home Page Driven By Data — Not Opinions
with Carrie Johnson, Brian Tesch
Executive Summary (This is a document excerpt)
Wells Fargo's Internet Services Group (ISG) recently led the charge in redesigning the company's home page (WellsFargo.com). The team used Web site metrics, customer survey data, and internal search information to develop a home page steeped in analytics, not opinions. Forrester sat down with Stephanie Smith, senior vice president and head of online sales and marketing, and Brett Pitts, manager of the ISG's Web channel management to discuss the Web site launch and its results to date. The Wells Fargo home page is a best practice for financial services, and a blueprint for how eBusiness managers should use metrics to develop more effective Web sites.
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