Challenge
A bank offers personal and business accounts, several types of retirement accounts, precious metals, foreign currency, and CDs. Its WordPress site sent prospective clients to online account opening through buttons and popups built in Elementor. Visitors had to work out on their own which of those accounts fit them.
Rates had the same problem in a different form. They were typed by hand into 31 tables across two pages, plus rates written into the page text. A rate change meant editing several places, and two live pages were found publishing different rates for the same CDs.
The marketing team wanted to see, in HubSpot, who started the account search and how far each person got. That record is what makes it possible to follow up with someone who stopped partway.
Solution
84EM built a guided account selector for the WordPress site. A visitor enters their name and email, then answers a few short questions: who the account is for, what they want to do, and for retirement, which account structure. The selector recommends one account and hands the visitor to account opening along with their name, email, referral code, and the recommended product.
Every part of the selector is managed in the WordPress admin: the questions, the answer options, which answers lead to which account, and the wording on every screen. A test panel shows which account any combination of answers produces before a change goes live. The shipped routing matches what the bank approved from its own testing spreadsheet.
Rates moved into one settings screen. Each rate is entered once and placed on any page with a short code, so every page that uses it reads from the same number as the selector. A visitor who only wants a CD sees the current CD rates with an open button for each term.
Each step a visitor completes is recorded on their HubSpot contact, ending with the account they chose. A separate anonymous funnel for Google Analytics carries no personal data. The recording happens in the background, so visitors never wait on HubSpot to reach account opening.
Key Capabilities
- Guided recommendations. Visitors answer a few questions and are sent to account opening with the recommended product attached.
- Self-managed routing. The bank’s team can change questions, answers, and recommendations from the admin and test them before publishing.
- One source for every rate. A rate is updated once and every page that displays it changes with it, with each change recorded in the site’s activity log.
- Visitor-level follow-up. Each HubSpot contact shows every step that person completed and the account they were recommended.
- No page-builder dependency. The account search no longer relies on Elementor, so a future site rebuild does not have to carry it forward.
Results
Prospective clients no longer pick an account from a set of buttons. They answer a few questions and arrive at account opening with the recommended product and their details passed along.
Rate changes went from editing 31 hand-built tables to updating one value. Pages that use the rate short codes show the same number as the selector, so they can no longer quote different rates for the same CD.
The marketing team can now see, contact by contact, who started the account search, how far they got, and which account they chose. Someone who stopped after the second question is a named HubSpot contact the team can follow up with, not an anonymous drop-off.
Questions, answer options, and recommendations now change through settings. The bank’s team can adjust routing or rewrite screen copy without editing any page that shows the selector.
