Does user experience match new branding? A smart strategic decision to expand the service offering and update the communication platform. All sound well thought out and should generate leads to the site.But once at the site, lendingtree.com, the current web user experience doesn't connect well with this messaging. Perhaps updates are in the works as the campaign rolls out? It appears you're on a home lending site, the other services on the navigation bar are minimal - Home, Refinance, Mortgage, Home Equity, Auto Loans, MoneyRight, Credit Cards, Credit Scores, Loan Coach, Advice & Calculators, The new tag line at this point is not in place, a logo lock reads, "The All New Lending Tree." A large block of copy in the middle right of the page reads, "Take Control Of Your Financial Destiny * Make smart financial decisions with MoneyRight, our free personal finance tool * Get competitive loan offers from our network of trusted lenders * Conquer the loan process with interactive Loan Coach tools and calculators" I assume the site has gone through significant usability studies and is set up to optimize and close the sale. Just from a cursory review, the user experience appears as a bit of a disconnect from the new marketing message. There could be several explainable reasons for it.
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August 4, 2009 @ 9:51 am