Challenge

ANZ's credit card section hadn't been updated in years. The homepage was stale, the information architecture was cluttered with underperforming category pages, and the conversion journey had too much friction. Credit cards are the most heavily regulated part of the website, meaning any changes typically require weeks of stakeholder and legal approval, making quick optimisation difficult.

Process

I identified an opportunity: the information architecture (IA) itself could be simplified and tested without the lengthy approval process required for content changes.

My approach was deliberately simple. I analysed which pages were actually converting and which were just adding friction. I proposed removing category pages that weren't demonstrating proven conversion value, shortening the path from entry to product selection.

We ran an A/B test. The simplified version won clearly: users converted better when the journey had less friction and fewer decision points.

Beyond the IA, I uplifted individual product pages and created a standardised product page template that was adopted across ANZ's broader digital presence.

Outcome

• 10-15% conversion rate uplift across credit card products

• Simplified IA implemented and maintained for multiple years

• Product page template created and adopted bank-wide

• Estimated $3-5M+ cumulative revenue impact over 3+ years