TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

5 Ways

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 5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

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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.

#1 Reduce, Organize, Prioritize

REDUCE

Before After

ORGANIZE PRIORITIZE

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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:

#2 Give UsersWhat They Want

• Contact Information

• Rates

• Branch Location

• Online Banking

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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.

#3 Identify Past Behaviors for a Personalized Experience

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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., email, social

media, webinars, display ads, etc. )

• Incentivize Users to Join or Sign Up for Service through Customer

Testimonials

#4 Set Up Cross-Selling Opportunities

5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

7 5 WAYS TO SIMPLIFY YOUR FINANCIAL SERVICES WEBSITE

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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:

#5 Provide a Next Step

• Open a New Account

• Apply for Auto Loan

• Call a Customer Representative

About Boston InteractiveBoston 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) 241-7977

SOME OF OUR BANKING CLIENTS

529 Main Street, Suite 212 | Charlestown, MA 02129 | BostonInteractive.com