Websites offer a key component for financial institutions to facilitate remote banking for their account holders. However, as we are further immersed in the digital era, an online presence has also become a heavy player in presenting the public image of the bank or credit union. Your web page is either where research on your institution begins or ends…for new accounts as well as cross-sell opportunities.
So, it is important that your website is designed to convert visitors into contacts and leads.
“Driving traffic is not necessarily the solution,” said Bradley Friedman of Lucky Orange, speaking on stage at INBOUND 2018. Using data compiled through years of focus on helping companies increase their website conversions, Friedman laid out five ways everyone can help increase their conversion rates.
- Clear the Traffic Jam – As the ultimate goal is to get website visitors to interact with your site, it is important to make interaction as easy as possible.
- Create more landing pages that connect specifically to your marketing campaigns.
- Think about the mobile user experience such as difficulty of filling in long forms and proper page viewing. Even dynamic sites that resize for mobile can have features more suited for a larger screen.
- Evaluate what parts of your site are already getting interactions and think about why those are working. Attempt to duplicate where possible.
- Slim it Down – I know the bullet above says add more landing pages. Here we are talking about your main website. In many cases, larger websites take longer to load. Perform a speed test both on desktop and mobile to see how your site performs. If you are loading in two seconds or less, you might be good to go. Longer than that could send visitors packing. Some ways to streamline your site (fast or not) include:
- Solve for the audience. Why would/should potential new account holders visit your site? Place that front and center.
- Aim for fewer pages. A good portion of traffic now is mobile, where scrolling is the preferred form of browsing. For desktop viewing, a static header and anchor links are your friends.
- Remove Friction – Evaluate your visitor journey. In most cases, the issue with generating conversions is either inability to find the desired content or difficulty completing the task.
- Consider new ways to explain difficult concepts in ways that are easy to understand. Interactive loan, interest, and comparison calculators are a good example.
- Make requesting information easier. Fewer form fields to contact a representative or download a resource may help reduce abandonment.
- Streamline the ability to open an account.
- Outreach – One of the main reasons for visiting a website is to have questions answered. Make certain contact information is easy to find and use. Include click-to-call options for mobile users and consider the use of chat bots to help answer standard questions.
- Incentivize Shares – People are more likely to share items when it relates to them or someone they know. Consider providing more share options such as interactive resources, images, facts, and reviews.
While there are a plethora of options and strategies out there to help increase SEO, no amount of traffic is good if there is no conversion happening once they land on-site. Following these five steps can help you increase your overall conversion rates.