Building a new Digital Experience
In a build from the ground floor strategy, the Invesco ETF strategy was uniquely designed to target specific needs per audience, allowing greater personalization tailored towards ETF products. We generated a distinct approach promoting ETF suites, insights and connected education developing initial research, content, user experience design, and customer journeys.
Revamped ETF digital experience, enhancing full customer experience from acquisition to web to nurturing:
implementation of both qualitative and quantitative research strategies to peel back prospect-and-client appetite, motivations and behaviors
self-driven user journeys allowing self-identification of important investing themes that resonate individually (nuanced for investor-and-advisor audiences)
new search tool to identify (1) investing goals (or themes), (2) asset type, and (3) fund name / ticker
new separate theme landing pages to drive users deeper in the funnel for heightened content and product matching
enhanced Insights & Education hub, separated to allow users to drill into areas of need and specific CTAs tied to education journey
implemented direct opportunity to view and buy through preferred brokerage platform
