With over 18,000 financial advisors and 7 million individual investors, Edward Jones provides personalized guidance for retirement planning, education savings, and insurance needs.

The Lead Generation project aimed to boost digital engagement, drive traffic, and increase conversion rates while collecting valuable PII. To achieve this, I designed tailored gated premium content and segment-specific micro-experiences for four key audiences: Retirement, Market News, FA Interest, and Life Events.

My contributions included creating responsive website experiences, interactive lead components, downloadable PDF reports, paid media assets, and email campaigns, ensuring seamless functionality across web, tablet, and mobile platforms.

See it live:

→ FA Interest (for lead gen strategy)

→ Get to know online access

→ Edward Jones landing page redesign

Challenge

The primary challenge was converting prospects into meaningful leads. The digital lead generation process lacked targeted and engaging touchpoints for capturing user information.

Strategy

• Designed gated premium content, such as tailored financial guides, to drive lead capture.

• Created responsive micro-experiences across audience segments to personalize user journeys.

• Delivered a seamless, responsive redesign across web, tablet, and mobile devices.

• Developed integrated lead generation components, including interactive forms and CTAs.

• Aligned with digital marketing efforts to ensure cohesive campaigns to track engagement.

Results

1. Lead Generation Impact:

   • 8% increase in conversion rates within three months post-launch.

   • 5% uplift in form submissions across all audience segments.

2. User Engagement Growth:

   • Growth in digital traffic driven by enhanced SEO and gated content strategies.

   • Decrease in bounce rates across redesigned landing pages.

3. Mobile Optimization Success:

   • Significant improvement in mobile user engagement due to responsive design.