OVERVIEW
Bridging the prospect consideration gap between the card’s campaign media and product detail page
The ask was to create a landing page that would help small business owner prospects (with and without existing Amex relationships) who saw the above-the-line campaign deepen their understanding of how the refreshed Business Platinum Card has evolved to be a more holistic solution with premium business, rewards, and travel benefits that all deliver even more B2B value.
RESPONSIBILITIES
Content hierarchy strategy
Wireframes, visual design
Asset production and page build in Amex's CMS
TEAM​
Deirdre Stone: Strategy & Oversight
Mathew Samuel: Visual Design Oversight
Anna Hecker: Copy Oversight
Alison Berger: Copy
TIMELINE
2020-2021: 3 months
ROLE OF THE PAGE
Mapping the campaign ecosystem
The purpose of the page was to find a happy medium between the high-level awareness information communicated through the above-the-line campaign and the acquisition details laid out by the card PDP, because that sweet spot would foster user consideration and motivation to act on it.
VIDEO
SOCIAL
DISPLAY
Awareness Triggers
Consideration
Conversion
INPUTS
Considering the campaign strategy
Amex came to us with a solid internal strategy for bucketing the key card features and benefits according to 3 core value propositions. We needed to make these pillars more user-centric and translate them into page structure, messaging, and copy.
Business value
Go further with enhanced value to make your business spend more rewarding
Business Rewards
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1.5X Membership Rewards points on large purchases
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1X Membership Rewards points on everything else
Statement credits and savings
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Over $1,000 in value from the Business Services Suite
Travel value
Go further with premium benefits to stay productive when you travel
Travel value
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5X Membership Rewards Points on travel purchases
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25% airline bonus
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$200 airline fee credit
Premium travel perks
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Access to 1,300+ airport lounges
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Free CLEAR membership
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Built-in insurance and protection
Support value
Go further with solutions for managing cash flow and getting business done
Cash flow and working capital
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No preset spending limit
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Pay over time
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0% introductory APR
Support for getting business done
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Premium Global Assist
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Exclusive events
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Global Dining Access by Resy
CONTENT HIERARCHY
Finding the right order of information
Figuring out how to prevent users from feeling overwhelmed by the multitude of card features and benefits became the main challenge. We used only the most enticing value points to paint a compelling picture at a glance before diving into all the detail.
Business goal: Amex needs to drive consideration of Business Platinum for SBO prospects and SBOs with existing Amex relationships
User goal: I am interested in learning more about Amex Business Platinum to see if they can help me run my business.
Inbound Paths
TV
OLV
DISPLAY
SOCIAL
Question to answer
Content
1. Where am I?
Make it clear to users that they are on the right page
Set the stage
Connect to the Business Platinum campaign with a headline and hero image that highlights the emotional and rational value of the refreshed Business Platinum Card
2. What is it?
Give a brief and compelling overview of Business Platinum
Introduce the refreshed Business Platinum
Brief overview about what makes Business Platinum special and different with Welcome Offer
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Contextual links to Business Platinum PDP for application
3. Why should I care?
Reinforce hero benefits for Business Platinum
Pique interest
Highlight key selling benefits of Business Platinum in a scannable way
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5X points on travel
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$1000 statement credit
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1.5X on business expenses
Forward Paths
PLAT PDP
GOLD PDP
BLUE PDP
4. How can it help my business?
Dive into tangible value, relating it back to key user needs
Give users everything they need to know
Outline all key tangible benefits in the categories of Business, Rewards, and Travel to demonstrate how Business Platinum provides rational and emotional value to SBOs
5. What else does Business Platinum offer?
Highlight some of the secondary priority benefits of Business Platinum
Make the value more compelling
Introduce a handful of other benefits in a scannable way (carousel).
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Recommendation: make these items Platinum-specific
6. Can I see more?
Bring to life some of the RTBs through campaign videos
Illustrate the rational & emotional value through video
Reinforce the value proposition of Business Platinum through video storytelling, connecting to the campaign.
7. What else do you have?
Encourage users to stay within the Amex Ecosystem
Promote other Amex Cards and Content
Redirect users who may need additional reassurance or aren't in the right place
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Recommendation: speak to what all Cards come with in this space
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Family of Business Platinum, Gold and Blue Cards
TECHNICAL LIMITATIONS
Factoring in OneCMS guardrails
OneCMS is the proprietary content management system that American Express uses to build, edit, and launch pages very quickly without any developer or tech involvement. OneCMS is advantageous for clients, but its rigidity can limit UX/UI creativity.
Finite library of components
Interactivity is very simple and standard, so anything remotely dynamic, like a slider, quiz, exit pop-up, etc. would not be feasible for this page.
Restricted formatting options
Only AmexDLS fonts are available and some components restrict text formatting (no bold, underline, superscript, resize, etc.)
Almost completely responsive
Mobile optimizations are limited to reverse column stacking order or keep two columns (instead of stack) for some grids and hide image
EARLY WIREFRAMES
Moving towards less is more content
It became clear that including all the card benefits referenced in the campaign strategy would make the page too dense and therefore, ineffective. Cutting copy and collapsing modules became essential for scanability.
VISUAL DESIGN
Leading with campaign stills
A premium look & feel was important for reflecting the quality of the card product and establishing continuity with the campaign. Because OneCMS can be clunky, we wanted photos to do the heavy lifting with some support from minimalistic graphic elements.
FINAL DESIGN
Prioritizing a scannable experience
Ultimately, removing the 'Apply Now' CTA and revolving the page around 'Learn More' click-through to the Business Platinum PDP page unlocked content creative flexibility, because Amex has dense legal copy requirements for acquisition.
