A Website Refresh to Make Home Dreams Come True
Client:
Bank of Bartlett
Bank of Bartlett is one of the largest community banks in the Memphis area and one of the top 30 banks in the state of Tennessee. Founded in 1980 with a mission to help customers ignite their goals, Bank of Bartlett has financed thousands of homes and grown to seven strategic locations in the Memphis metro.
T H E C H A L L E N G E
Bank of Bartlett was missing out on new mortgage customers because their critical online presence wasn’t built or optimized for lead generation. They tagged in RedRover to support a website refresh that would take their online presence to the next level.
T H E D R E A M
Bank of Bartlett makes customers feel at home in each of their branches. They wanted their digital presence to do the same — to show that with Bank of Bartlett, customers’ financial goals were within reach.
T H E S T R A T E G Y
Creative Consultation
After receiving initial design concepts from a web-solutions group for the financial industry, Bank of Bartlett tasked RedRover with carrying the project over the finish line. Our Pack provided creative consultation on each design concept to ensure the look would break through to previously unreached customer opportunity in the Memphis market. When the design consultation was complete, RedRover updated all accompanying website collateral to create consistency for Bank of Bartlett’s brand look.
User Experience
RedRover laid out the website with a new user-experience strategy to ensure customers can expect the same dedicated, responsive service online as they receive at each of Bank of Bartlett’s branches. The new hierarchy matched site visitors with the information they needed when they needed it and a more modern CMS platform allowed for greater lead-generation capabilities. Through improved site analytics, Bank of Bartlett was better able to follow their customers’ journeys from first touch to close.
Gated Content
The Pack focused on home refinancing and new buyers to capture qualified leads through gated collateral. RedRover created and executed a multi-faceted advertisement strategy to drive traffic to the new site. Google ads, Facebook ads and native ads led prospective customers to two landing pages, which hosted gated guides on mortgage refinancing and first-time homebuying. Once a visitor downloaded the content, they were automatically entered into a lead-nurturing email campaign that RedRover wrote, designed and optimized.
T H E R E S U L T S
In a little over a month, RedRover’s ads and gated-content strategy generated 124 new leads for an average of three per day. The email lead-nurturing campaign averaged a 36-percent open rate and 27-percent click-to-open rate — 125 percent above the industry average. Since the launch of their new-and-improved site and digital strategy, Bank of Bartlett has seen a consistent increase in online mortgage applications — double the prior monthly average. Bank of Bartlett’s digital presence continues to grow year over year, allowing them to turn more home ownership dreams into reality.
