Directed Sapient Nitro to redesign our marketing site in six months. The site featured an all-new online brand standard, robust personalization tools, and enhanced on-page SEO. The results: Increases in online conversions by 20%, organic traffic by 20%, and overall online revenue by 10%.
Directed VML agency and internal resources to overhaul Sallie Mae’s content-rich CollegeAnswer.com site. The site had been slated to be decommissioned, but I was able to convince leadership that it would be resurrected to enhance our visibility in SEO and drive leads to our primary marketing website, SallieMae.com.
The objective was to unify five separate servicing sites, all on disparate, and in some cases externally, vendor hosted platforms. The goals were to lower servicing calls, increase cross-sell conversions, and customer-satisfaction scores. The end result was a simple, clean interface, enabling different sources of account and transaction data to behave the same way. We did this by serving data from various platforms through a middle-layer platform that effectively divorced the front end from the sundry back ends. Unfortunately, the project did not come to fruition, but I am proud of the collaborative effort across business and technology groups to solve a complicated user-experience and technology problem.