CIBC Cash Management Case Study
The Background
The client, CIBC Business Banking, is a leader in providing financial solutions to businesses across different industries. The Cash Management section is a cornerstone of their services, offering essential tools and resources for managing money coming in and out.
The Issues
- CIBC’s Cash Management section was not delivering value to users.
- Competitors were gaining potential customers due to poor site experience.
- Business owners were unaware of available cash management services.
- Issues included lengthy content, confusing navigation, and complex language.
- High bounce rates and missed conversion opportunities resulted from these problems.
My Role
As the content designer, I was responsible for shaping the content experience for CIBC’s Cash Management section. This involved defining the content structure, writing clear, concise copy, and ensuring the messaging was aligned with user needs and business goals. I collaborated closely with UX/UI designers to ensure that content and design worked seamlessly together.
Insights
The Cash management landing page was in the top 5 most-visited pages on CIBC Business Banking
The Cash Management section experienced a 63% bounce rate, but received an average monthly traffic of 130K visits
The Cash Management section had not been updated in 5 years
Cash management services are one of the most common services businesses inquire about when onboarding with CIBC Business Banking
The Objective
The goal of this engagement was to streamline and improve CIBC’s Business Banking Cash Management section by targeting two key customer segments: payables and receivables. CIBC committed to investing in a redesign to enhance the overall user experience, increase customer retention, and generate more leads.
Steps and Approach
As the lead content designer on the project, I led the following steps to execute the redesign of CIBC’s Cash Management section.
What I Delivered
These content changes were key to redesigning the entire experience. The numbered images highlight exactly what was updated and where each change was made.
The Results
“The redesign really helped take our service to the next level. We feel like we have the competitive edge.”
Big Impacts
Changes made to the cash management section really helped improve the user experience and align with CIBC Business Banking’s Business goals. The use of different components with engaging copy helped make the section more modern
Notable Improvements
Removed unnecessary, low-value pages from the Cash Management section
Defined key cash management segments to expedite the user journey
Prioritized benefit-driven copy to better explain why Cash Management services are important
Optimized for accessibility to make sure the page was assesible for all people
We maximized the use of existing components, and designed new ones to improve the page narrative
17
increase in time spent on section
15
boost in new account sign ups
30
increase in succesful fund transfers
26
reduction in bounce rate
Beyond the Writing
End-To-End Experience
I worked closely with stakeholders, UX, and design teams at every stage of the project. My responsibilities included reviewing existing content, writing new copy, and refining it to align with the design. The goal was to create simple, engaging content that made the site easier to use. The final redesign improved the user experience, increased sign-ups, and helped meet CIBC’s business goals.
Constraints
The project had some bumps along the way like several rounds of stakeholder and legal reviews and making a case for new components that weren’t part of the current library. Despite these challenges, my team and I were able to deliver an experience that made the Business Banking team very happy.