5 Ways TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

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1 5 Ways TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

2 Simplification in design is vital to achieve intuitive, effective digital experiences. Most users want to access their banking information as quickly as possible; therefore, they become frustrated trying to navigate a site with cluttered content that doesn t meet their needs. By utilizing the simplification methodology in your web design, you can lead your customers to quality content through a friendly, clean, and sleek navigation. Implement the five tactics in this document to create a simple path for your online customers to achieve their intended goals.

3 #1 Reduce, Organize, Prioritize Rather than having your homepage content compete for your users attention, focus on what s absolutely needed. This is accomplished through a process of reduction (removing all but what s needed), organization (consolidating what remains) and prioritization (establishing hierarchy and patterns for order). Progressively revealing information throughout your site will lead to a more thoughtful, intuitive user experience. REDUCE ORGANIZE PRIORITIZE Before After 3 5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

4 #2 Give Users What They Want Most users go to financial institution websites with a specific question or reason in mind. Give your users the gift of time by providing a quick link to your most visited pages. Feature these links prominently on your site with simple labels. The Most Popular Links Being: Contact Information Rates Branch Location Online Banking 4 5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

5 #3 Identify Past Behaviors for a Personalized Experience Create a consumer-focused site by presenting content that is relevant to your users. Personalization allows marketers to differentiate individuals and adjust content to mirror users preferences and characteristics. Take advantage of your visitor data (page views, clicks, keywords, location, etc.) by pairing the right content to the right user for an individualized user experience. 5 5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

6 #4 Set Up Cross-Selling Opportunities Existing customers go to their banking site, log onto their bank account, and often have blinders on when it comes to the rest of your site s content. If you re not offering relevant, meaningful content, your users will bypass products and promotional information in which they might otherwise have sincere interest. Be sensitive to your users time by understanding how users engage with your site and position products and services in front of them that relate to past purchases or add value. Ways to Capture Your Customers Attention: Offer Incentives and Promotions Based on Past User Behavior Insert Personalized Content and Greetings into Your Pages Leverage Multiple Communication Channels (e.g., , social media, webinars, display ads, etc. ) Incentivize Users to Join or Sign Up for Service through Customer Testimonials 6 5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

7 #5 Provide a Next Step Along with providing valuable content, each site page should aim to convert potential customers into paying customers. Include one or more strong calls to action (CTAs) that attract your users and guide them down the conversion funnel. While you can include more than one call to action on a page, don t overdo it. Otherwise your users might be overwhelmed by too many choices. Three CTAs is a good maximum. Great CTA Examples: Open a New Account Apply for Auto Loan Call a Customer Representative 7 5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

8 About Boston Interactive Boston Interactive is a digital marketing agency that combines custom online strategies with emerging technologies. Boston Interactive has had success with many financial clients by helping to increase wallet share, diversify membership bases, and promote a wide range of financial products and services. Through web, mobile, social, SEO, and paid search campaigns we are the partner of choice to deliver measurable user experiences and increase lead generation. Simplify your Financial Services Website Today Get a Free Consultation info@bostoninteractive.com or (617) SOME OF OUR BANKING CLIENTS 529 Main Street, Suite 212 Charlestown, MA BostonInteractive.com