LendingTree Homepage

The new LendingTree homepage was designed setting incremental monetary gains aside in favor of creating a much greater, longer term consumer experience. Each section was carefully written, designed and tested to provide optimal user experience and value to the customer. The success of the page can be attributed to the following sections.

New hero: You start your journey with a newly designed hero that displays our main services in tabbed format. This section features “Linda”, our charismatic finance advocate played by SNL great Molly Shanon, who helps tie the digital brand to our media commercials. Within each tab, the user is no longer abruptly placed into an application, but greeted with an options to learn more about the product they’re interested in. This subtle change allows customers to choose their own path of either jumping into the loan process, or slowing down to make better financial decisions.

Trust building: As a company that’s helped over 111M households, we wanted to establish ourselves as the premier leader in our industry. We paired clean product graphics and concise messaging to disclose our simple process and properly set expectations, building trust with our customers. We also boasted the multiple media outlets that mention our tools or content to establish ourselves as a reliable resource for financial information and services.

Relevant content: With interest rates consistently changing, the new rate table allows customers to monitor interest rates and help them decide the best time to move forward. Another addition was adding a pop-up in the bottom of the page as a tool to directly communicate real-time tips and guides to the customers during a volatile macroeconomic environment. Towards the bottom, there’s a section that features guides and articles to better inform our customers during life’s most critical financial decisions.

Overall, setting the page's purpose to be a consumer advocate and a reliable source of information has allowed us to establish long term partnerships with our customers, and has been our highest performing homepage since the company’s inception in 1997.