The success of credit unions depends on numerous factors, one of which is the simplicity, accessibility, responsiveness, and convenience of their websites. Rather than opting for a website simply to show their products/services, successful credit unions tend to design websites having the customer in mind. They perform in-depth research on what the customer wants and needs from the website, and they implement that into its design.
While inarguably a good website design is subjective, objectively speaking there are a few points that are deemed necessary and proven to work with credit union websites that have a design that centralizes customer experience.
Over the years we have created websites for hundreds of financial institutions and were able to gather tremendous amounts of information that has helped us test and learn what the potential customer needs from a credit union website.
This gives us the authority to create these suggestions and tips that would help you design your credit union website with your customer in mind.
Have logical information architecture
Presentation of information matters. Don’t overexpose customers to an amplitude of unnecessary information. Rather than presenting all the information at once, follow the natural order of how and what the customer would go about if they were to ask a person for help at the credit union.
Use product comparison charts
Using these types of charts will save people’s time, reduce effort and simplify the process. Reading half a page explanation of a product/service and then reading some more for comparisons does the exact opposite. By comparing the product/services in a visually stimulating graph, chances are that customers will leave the website having taken or planning to take an action.
Don’t assume they know exactly what they are looking for
Having the customer in mind means putting yourself in their shoes. Customers might not know what exactly they are looking for when coming to a credit union’s website. Hence the website should serve as a guide, thereby implementing the logical architecture structure.
Don’t overcomplicate design; less is more
Don’t fall into the trap of creating a website that a) looks nice and b) serves a purpose. The website should first and foremost serve a purpose and that is to provide customers (potential and existing) with a website that is easy to navigate, providing concise information, resources and tools, and guides the customer into fulfilling a CTA.
Humanize the content
When explaining a product/service use language similar to the one used by most of your customers. Use examples to practically showcase your products/services and to improve the understanding of the customers.
Provide Self-Service Options
Customer-centric websites focus on the things that can be done to simplify customers’ processes. Provide self-service options such as pop-ups explaining product/services in-depth and incorporating up-to-date FAQs that are essential for the understanding of their options.
Even though indeed, building a customer-centric credit union website may require more time, effort, and money to build, it increases the likelihood of upscaling, returning customers, and initiating action from the customers.
