Home Buying Journey
The goal of this effort was to capture the home buying visitor at ANY stage of their journey, by offering a highly RE-engaging experience.
What is a journey?
A Journey is a foundational new tool in Bankrate's known user experience, that guides the user step-by-step through a complex process.
A Journey connects Bankrate assets with the broader Red Ventures portfolio in a linear format for users to Lean, Practice, and Act all in once place.
What was our journey?
Below is a snapshot of the key pillars for this project.
Existing experience
Until now, we've relied on our best-in-class tools that give the user exactly what they need, at the time they need it. However, we haven't been doing a good job at capturing that user and re-engaging with them throughout the next step in their journey.
New experience!
Now we have a fully holistic and engaging experience in which users sign up for a free account to access. Yes, I said FREE account. Part of this play was to capture users contact information so we can use it to re-engage with our users. This effort was bundled with an email and SMS campaign targeting specific personas and stages along the journey. If a users journey goes stale, we will re-engage and "check in" with them to see how the previous stage went, and also recommend next steps to assist them.
