Baycorp Advantage – My Credit File website case study for Marker, interactive agency that delivers m

Business Challenge

Baycorp Advantage (BCA) is Australasia’s most trusted and relied upon information and analytics provider. One of several core businesses is the reporting of individual credit information to credit providers, a business which attracts considerable attention from consumer advocates, media and government.

Baycorp Advantage holds credit information on over 14 million Australians and nearly 2 million New Zealanders. Like other credit reporting agencies, Baycorp Advantage has certain legal obligations to provide an individual with a copy of their file.

Individuals are encouraged to visit the websites www.mycreditfile.com.au and www.mycreditfile.co.nz to apply for their credit file online.

Baycorp Advantage sought input to help redevelop the “my credit file” sites. While traffic to these sites had grown, as a consumer based service these sites were hampered by the corporate and business focused imagery and content that sat as part of this site. Updating the sites was also difficult and the content management solution inherent to the site was inflexible and search engine restrictive.

What we did

The nature of the problems meant the complete re-development and re-design of the entire site. This wasn’t an easy task with a tight budget, a disciplined internal IT infrastructure and an organisation that was rapidly changing.

In implementing the solution, it was necessary to break the scope of the problem down into a number of phases. Firstly, it was agreed that the Australian site, www.mycreditfile.com.au, should dealt with in phase two. This allowed the internal team to focus on New Zealand focused content and user requirements.

Our design team focused on a unique user interface that blended the current corporate palette (a palette that was dominated with orange) with a more engaging design that allowed for greater use of imagery. A design that also directed users to one of only three actions.

Outcomes

Reduced publishing resource commitment

By implementing our Content Management Engine Baycorp Advantage were able to immediately update the content of the site slashing content updates by two days.

Increased search engine rankings with search engine friendly URL’s

As the physical files for each page does not use query string (i.e. www.abc.com?pageid=1) search engines can now easily index the entire site even though the content is still dynamically created. This has significantly improved rankings and search engine indexing.

Improved customer engagement

Traffic, and request for personal credit files, has increased significantly with daily traffic rising by 300%. Internally, Baycorp Advantage were so pleased with design and interface they accelerated phase 2 requirements with the re-development of the www.mycreditfile.com.au

Approved by Shelley Hughes, Marketing Manager (NZ)

Marker Case Study: Baycorp Advantage - My Credit File