After consumers received the dual offer direct mail piece, they could take their uniquely issued code to a special website designed specifically for this offer. Information regarding the amounts, advantages, terms and conditions to either offer had been introduced in the mail piece so this site served to reinforce all of that information as well as take them quickly and easily through the actual application process. There were numerous FAQ answer blurbs and prompts to assist them along the way if needed, and navigation was kept minimal and intuitive. The consumer was also allowed to change their initial choice of product type during the application process and was clearly informed at what point that their choice became final.
