We’ve talked before about the necessity of creating a positive user experience (UX) to build member relationships through your credit union website. Keep in mind that UX can encompass more than just the overall design of the site. Another component of UX is producing a website visit comparable to the same outstanding service your member would receive from an employee at your brick-and-mortar location.
A study by Epsilon Marketing discovered that 89% of members are more likely to do business with a financial institution that offers a personalized experience on their credit union website. Unfortunately, only 6% of financial institutions provide a member-centric website experience. By understanding your members and their needs, you can create customized content to fortify relationships and increase conversions.
Defining Your Members
Learning about your members is simple if you’re already using Google Analytics to monitor your credit union website’s performance. You can use the free software to generate reports on the demographics and behaviors of your website users. Data can also tell you where your members live.
Along with gaining insight into who your members are, you should also explore how they access your site and their browsing history once they’re on it. This allows you to tailor your marketing message specifically for each individual, empowering them to make decisions that will lead to a conversion.
Humanizing Your Content
Personalizing your credit union website marketing strategy imbues a human element into an otherwise mechanized environment. The easiest way to personalize your digital marketing strategy is by addressing your member by name. After the user logs in to your site, populate their name into the message on the page or in real-time messaging pop-ups.
Another method to customize a website visit is to feature names and photos of employees and other members. Showcasing pictures of people they have met or may interact with in person can build a sense of trust and familiarity. You might also feature individuals in your blog or social media.
Finally, utilize the user’s history to deliver personalized messages and offers. By analyzing your member’s financial journey, either online or in person, you can predict why they are visiting your credit union website. For instance, if you recently approved your member for a mortgage, you might send or display a blog about inexpensive home decorating tips. By offering the same level of personal service online as you do face to face, you can build member loyalty.
Final Words
A personalized website marketing strategy is a little-used but growing trend in the financial industry. By humanizing your credit union website, you’ll be able to offer an experience not available from most of your competition.
