Banks and credit unions tend to put a great deal of emphasis on the brick-and-mortar aspect of the retail experience. And that makes sense, as financial institutions are every bit as much of a retailer as the traditional big-box stores and malls are. However, the rapid rise of e-commerce means that an ever-increasing number of consumers will prefer to do business with you digitally or, at the very least, will check out your website presence before setting foot in a physical location.
Understanding that, there are a number of litmus tests which you can apply to your bank or credit union website. Following are just a few of those.
Give consumers a reason to visit your website. It may sound arbitrary, but it’s anything but. Simply slapping a digitized version of your brochure line on the website and expecting consumers to click happily to you isn’t going to happen. Your digital retail experience must offer a compelling reason for consumers to drop by. Are you offering high-value consumer information? Online-only specials? Regardless of the reason why, the very fact that your website offers a reason to check it out as opposed to a physical location is important.
Don’t just push information. Ensure your bank or credit union website also elicits feedback from consumers. You can accomplish this with online surveys, easy access to email feedback and prominent links to your social media platforms. Consumers will quickly tire of a massive “data dump.” By asking for their feedback and participation, you deepen the consumer relationship and heighten their exposure to your brand.
Keep text and navigation as simple as possible. Your bank or credit union website is not the place to impress people with vocabulary (or certainly financial institution jargon). Keep your text short and sweet. Similarly, nobody wants to hunt for information several pages (or clicks) deep. In fact, for every click someone must execute in order to find information, they are increasingly less likely to pursue that information. Keep your navigation simple and shallow.
If the porch of a home is its street-facing showpiece, your bank or credit union digital retail experience (most prominently expressed by the website) serves the same purpose. Ensure that your website puts the best possible foot forward for your financial institution.