Generally is a well structured site but further enhancements could transform it to a market leading user experience.
1. The fund buying experience could be improved with the introduction of fund cards in the fund explorer which will allow for a more consilidated view before drilling down into the fund. Could be reducing conversions
2. The product (fund) pages could be enhanced to make them more like campaign landing pages with more rich media content and specific call to actions (they are likely the pages with 60-70% of the traffic. Sub optimal to other market leading players
3. More call to actions and points of enagement that link into user tracking and marketing automation could create a better nurturing campaign opportunity based on browsing behaviour.
4. Mega menus could be more visual and open across the screen to give more of a one click experiene to the browser – promoting featured funds, and specific thought leadership that leads back into funds or strategies.
5. Mobile experience is poor in terms of Googles performance testing and the general infrastructure the site is running on is reported to be slow / non optimal by Google speed insights and GTMetrix. Huge issue.
Menu
