You’ve optimized your content on your credit union website. You’ve installed and added tools so your members can easily find solutions to their financial needs and locate information about your brick-and-mortar locations and ATMs. Both of these are critical components of an optimal user experience, and user experience is the first step in implementing your member experience strategy.
In the last of our three-part series on how to distinguish your credit union website apart from competitors, we’re going to discuss ways you can personalize your member’s journey from the time they click through to your home page, go through the sales funnel, and take action. Personalized marketing, digital engagement, and member feedback are techniques to brand member journeys on your credit union website.
Personalized Advertisements
If you’re not doing so already, you should develop your marketing strategy around member analytics gathered from your credit union website usage. Understanding how your members access your credit union website and behave once they’re on it provides an opportunity for you to create pointedly targeted ads toward each individual.
Consider replacing an ad displayed on your home page intended to reach a wide audience with a pop-up ad directed toward the individual member based on their search or browsing history. Or, if the member accesses your site through a keyword search, external digital ad, blog post, or social media, link to a landing page that sells a specific product or service rather than directly to your main website. Personalized ads instantly meet member needs and can lead them directly to the information that will end in a conversion.
Digital Engagement
Communicating with members is vital for providing excellent customer service. Digital channels enable you to do this after hours. Artificial intelligence (AI) allows chatbots to tailor your member’s journey by anticipating their actions based on their behavior on your credit union website.
Digital communication also includes your social media and blog. By linking to these messages from your credit union website, you can educate your members on financial topics that you might not be able to address thoroughly on your site alone. By using various online channels, you can meet member needs where other financial institutions might be lacking.
Member Feedback
Your members know what sets you apart from the competition; otherwise, they wouldn’t be your member. According to Qualtrics, 93% of members read reviews. Showcasing testimonials on your credit union website provides an honest and objective opinion about what makes you special. You can also encourage members to review your credit union on Google My Business, Yelp, or your social media accounts.
Likewise, social media and your blog are other opportunities for you to reach your member and enrich their member journey. Reading and replying to comments lets members know that you’re listening to what they have to say and not just telling them what you think they need to hear. Despite technological advances, word-of-mouth advertising continues to be a valuable marketing and member experience strategy.
Final Words
Financial institutions offer many of the same products and services, but your credit union website can set you apart from your competition. The content and tools you use to build your website create a member experience unique to your credit union. CUWebsite Services can help you design and develop a credit union website that makes this possible and easy for you to maintain.
