Test Your Loan

When they came to us to design their new website, 1300 Home Loan was looking to create a more engaging customer experience while extending their lead generation capabilities. With a focus on search engine optimisation, content creation and online storytelling, our goal was to create a website design that balanced visual aesthetics with robust system architecture, culminating in a user experience that made interest rate data more personal and accessible for customers.

As they continued to scroll down the page, Test Your Loan visitors saw their avatar walking down the street, time passing by with each scroll. As time progressed, both the copy and the digital neighbourhood changed and evolved, responding to how quickly – and to what percentage – a visitor’s lender passed on interest rate cuts from the Reserve Bank.

The worse the data became, the more the physical environment of the neighbourhood would deteriorate. Rather than simply displaying a simple calculator to communicate the numbers, this responsive website design prioritised a visual narrative which clearly articulated the numbers and their consequences through both text and imagery. The result was a personalised data visualisation about the longevity of a home loan, and the impact of a visitor’s lender on their savings.

In line with the goal of improving lead generation, we also included customer tracking into the 1300 Home Loan website design through integration of the SalesForce CRM. Adopting this kind of integrated web development methodology allowed us to track lead sources and conversion rates across the website.

Data from these systems could then be used to make evidence-based decisions both online – through amendments to the site’s content and user experience – and offline – in the company’s phone scripts and other sales tools. For a large systems firm like 1300 Home Loan, enabling this kind of data-driven decisions was crucial in allowing the new website design to play a positive role in optimising the company’s profitability.

While the background systems and integrations were crucial in making the 1300 Home Loan website an effective digital tool, it was the interactive, story-driven data visualisation Test Your Loan that really set the site apart. Launched in 2012, the website has seen over $XX dollars in loans tested. In doing so, Test Your Loan demonstrates the particular power of web-based interactive narratives, especially when paired with dynamic and personal data sources.