July brought new looks (and some information re-design) to several asset management Web sites, including:
Besides a fondness for blue (good for you, RidgeWorth, for daring to use a red!), the publicly accessible areas of the new sites have some features in common—multiple searches/sorts, quick links, RSS subscriptions. With their Most Popular capabilities, MainStay and RidgeWorth take navigation a bit further by offering visitors the benefit of what previous visitors valued. You’ll want to check each site out yourself.
Just for fun, below we show screenshots of relatively recent previous versions of the sites, courtesy of the Wayback Machine. The screenshots we show of the new sites are of the individual investor pages. Click on the images of the new sites to go to them.
Congratulations to all involved in getting these sites launched. Across the board on mutual fund and exchange-traded fund (ETF) providers’ sites, we’d like to see more differentiation and the use of social media to fully explore unique value propositions online. (For some ideas, download our free e-book.)
Still, we appreciate what it takes to get collaborations like Web site redesigns—especially when they’re part of rebrandings, as was the case with Alger, Eaton Vance and MainStay—out the door. Launch, refine, rinse and repeat.
And, always, analyze! (For more on essential Web analytics, see our recent post “Are You Ready for a Web Analytics Grilling?”)
BEFORE: Alger Web Site as of Feb. 5, 2008
AFTER: Alger Web Site as of July 2009
BEFORE: Calamos Investments Web Site as of Nov. 14, 2007
AFTER: Calamos Investments Web Site as of July 2009
BEFORE: Eaton Vance Web Site as of Feb. 13, 2008
AFTER: Eaton Vance Web Site as of July 2009
BEFORE: MainStay Investments Web Site as of July 13, 2007
AFTER: MainStay Investments Web Site as of July 2009
BEFORE: RidgeWorth Funds Web Site as of Aug. 2008
AFTER: RidgeWorth Funds Web Site as of July 2009
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