We raised the industry standard, improved usability by 20% and drove a $2.5M—3.2M increase in revenue — an amazing 3000% ROI.

  • Bankrate.com home page redesign
  • Bankrate.com comparison screen

About Bankrate

Bankrate is the leading aggregator of financial rate information, offering an unparalleled depth and breadth of rate data and financial content. Bankrate powers the leading financial sites and institutions including AOL, CBS MoneyWatch, Yahoo! and Bloomberg.


Simplify the site’s transaction process by 10%. Improve findability and usability. Increase annual revenues through additional page views by 10% per visitor.


Bankrate’s product offering is both broad and deep. This complex challenge lead us to the decision to interview and observe customers in their homes. This ethnographic-based approach revealed particularly useful insights which influenced the experience (e.g. pop-up blockers, interruptions, off-line influencers).

We established business objectives and customer goals based on a combination of interviews, surveys, and traffic log analysis. Based on the research data, we developed a set of personas to guide the data driven design process.

A content inventory and card sorting was performed to organize the site’s massive mix of evergreen content, topical content, applications, and tools.

Several rounds of gray scale prototypes and full color visual designs were created and tested prior to development.


We were able to reduce the average transaction process by 30%. Unfortunately, this also decreased the number of average page views. By developing a next steps pattern, we were able to make up for the lost pages and generate an increase in average page views by 18-23%. This resulted in a 3000% ROI — an increase in annual revenue of more than $2.5 million.

Additionally, the revised site architecture improved customers’ ability to find evergreen and topical content by 60%.

Feedback after the launch was overwhelmingly positive from industry professionals, advertising partners and Bankrate’s customers.

Services Utilized

  • Ethnographic research
  • Persona development
  • Usability testing
  • Web analytics
  • Product strategy
  • Interaction design
  • Prototyping
  • Visual design
  • Pattern library development
  • HTML/CSS/JavaScript development