Best Mutual Fund Website

Summary

In June 2018, John Hancock Investments launched our new website, redesigned from the ground up to help advisors and their clients make better, easier investment decisions. The new site offers a range of powerful fund data and analytic tools, insight from our global network of asset managers, and a fully customizable interactive experience—all on an easy-to-use, responsive digital platform.

Advisors who register for the site can:

• Create and save a personalized dashboard where they can follow funds
• Compare up to 5 mutual funds and ETFs using dozens of key metrics powered by
Morningstar
• Get up-to-the-minute economic updates and market commentary from our strategists
and portfolio managers
• Read our quarterly interactive Market Intelligence featuring the latest insight from 27
elite asset managers, including a 12- to 18-month outlook
• Send Investor Basics blogs on relevant topics to their clients
• LiveChat with our internal business consultants to get answers to your questions and
find more resources

Results

In conjunction with the launch of the website, John Hancock Investments ran a number of promotional print pieces in our own literature highlighting the benefits of the site, in addition to our ongoing print and digital campaigns directing readers to the new site.

As a result of these initiatives, we’ve experienced a significant uptick across a range of key engagement measures on the new site:

• 36% increase in web traffic with the same ad spend
• 100% increase in monthly users, page views, time on site, and document downloads
• 50% bounce rates, down from 85% prior to redesign
• Average time spent on site has increased to 5 minutes
• More than 14,000 fund comparisons have been run to date
• 100+ advisors registering per week

We’ve also seen significant improvement across select channels:

• Paid social: 446 seconds (7.4 minutes) average time on site since launch
• Paid search: 4% increase in click-through rates
• Display advertising: Drove more than 25,000 page views to the website
• Geo-targeted digital and out of home media: 324% increase in traffic from specific
regions during key industry conferences

In summary, the early findings suggest that our advertising strategies are effectively driving more advisors to our website, where they are engaging with more of our content for longer periods of time—all indications of a more rewarding digital experience for advisors and their clients.

Contributors:

JOHN HANCOCK INVESTMENTS

Location: United States