Personalized offer banners drove over 30% of conversions on the Mr Cooper website (post- and pre-login), but when the refinance market cooled, so did the click-through rates. If a customer was eligible to refinance but they hadn’t yet, it was unlikely they would refinance now. I wanted to show every customer a variety of messages so we can meet them where they are in the home buying and ownership journey. I worked closely with the Product, UX and Data teams to shape the the rotating banner functionality and ensure that offers varied not only in messaging but in product categories and services. Every banner was weighted and dynamically served based on customer profile data as well as strategic categorization such as Intent to Purchase, Intent to Refinance, and more. Upon implementation, the impressions and CTRs per pageview increased by more than 20%.