A&D Mortgage: Where Innovative Technology Meets User-Friendly Website Design
Category: Web Based | Website | 408. Financial Services
About Project
A&D Mortgage’s website (admortgage.com) is designed with cutting-edge technology and user experience in mind, offering a seamless and efficient platform for mortgage brokers, lenders, and loan officers. With a clean, intuitive layout and easy-to-navigate interface, the website serves as a comprehensive resource for all aspects of wholesale mortgage lending. From the homepage, visitors can quickly access essential tools such as loan program details, rate sheets, industry insights, and a leading loan calculator, facilitating informed decision-making.
We analyzed user behavior and customer journeys to tailor the site to optimize the user experience. The top navigation menu and home page were designed based on these insights to simplify the flow. To further streamline navigation and make it easier for users to move through the site, we created a system of cross-links and clickable banners.
A&D Mortgage's Quick Pricer tool provides instant, accurate pricing for Non-QM, Government, and Conventional loans, making it an invaluable resource for lenders. This tool streamlines workflows, increases efficiency, and contributes to business growth by making lending accessible and profitable. Launched in 2022 and enhanced in 2023, the AD Studio platform empowers Approved Broker Partners to create professional-grade marketing materials, helping them expand their client base.
Beyond its functional features, A&D Mortgage’s website underscores the company’s commitment to education and support. The “Resources" section offers comprehensive guides, blog posts, and webinars on various industry topics, keeping brokers and loan officers informed on market trends and lending guidelines. The website prioritizes ease of use while reflecting A&D Mortgage’s forward-thinking approach to technology and customer service in the mortgage industry.
Through regular A/B testing and user behavior analysis, we continually improve usability to better serve our audience. The site's responsive design ensures optimal performance on any device. Its distinct visual style, based on unique illustrations and interactive elements, helps keep users focused on key components and clearly delivers essential information without overwhelming them.
We closely monitored three key metrics: bounce rate, page depth, and session length. Initially, users struggled to find the information they needed quickly, averaging more than four pages per session, while viewing time was short due to a lack of valuable content. After the redesign and ongoing usability improvements, the bounce rate dropped by 30%, page depth reached the target of two pages, and session duration - especially for our target audience - doubled to the ideal of 120 seconds per visit.
According to surveys among industry professionals, our website stands out from the competition and is recognized as a "business tool" that helps them grow.