Wells Fargo Auto Loans

When we re-designed the Wells Fargo Auto Loans home page, we focused on the most common user tasks and making things simple. We satisfied comparison shoppers by adding an auto loans rate table. Then we broke out getting a new auto loan, a used car loan, and auto loan refinancing so users could get to the right information and the right place (separate divisions of Wells Fargo sold and serviced these different types of loans so there were different applications, etc.).

We helped existing auto loan customers and leaseholders by adding the content they needed in the bottom two left-hand cells. Finally, we provided resources for research-oriented shoppers and noted our additional vehicle financing options.

We learned that customers didn't necessarily know how to get an auto loan, so we showed them. By clarifying the process, potential applicants moved forward with confidence. We even provided additional research options to appease those who were more reluctant.

And, we were thrilled to see the application volume double after we launched the new site.