A deeper look,
Leveraging Optimizely as a platform, Umpqua Bank, selected Luminos Labs to help drive the eCommerce solution development and build a highly improved customer experience. They decided to re-platform from Ektron and to completely redesign their website in the process.
Umpqua integrated Optimizely Find and Google Maps into the platform to search for branches, using filters to display locations with their schedules. The search is featured throughout the site provides users the ability to search for blocks of loan authors, by location.
Segmented Buyer Journeys
The website CMS split into four different parts (Personal, business, commercial, and wealth) that each has its distinct characteristics. Each theme has its colors and image backgrounds, but uses a common approach to define pages and sections of the website. Landing pages are easily configurable, dynamic, and are easy-to-change. Multi-platform capabilities reduce the need to create redundant web pages for various devices, and each page inherits the parent pages’ configuration while being hosted on a single centralized system.
Decouple Website Maintenance from IT
Implementing the new eCommerce solution allowed Umpqua to remove the roadblocks between website maintenance and IT teams. They restructured the back-end to integrate with the improved site architecture and created a system that would have centralized website editing capabilities, improved SEO, and personalization tools without IT’s assistance. Also, a simplified ability to build and perform QA tests allows for dynamic website maintenance going forward.