-
Bankers remain unsure of how they will fully grasp mobile's potential, but incremental developments are keeping them engaged.
July 29 -
The use of social media channels promotes transparency, enhances customer service and helps establish a senior bank executive as the most accurate and trusted source of company information.
July 26
Up until the last decade or so, many banks and credit unions didn't even have websites allowing consumers to access existing accounts, open new ones or apply for loans. Today, however, financial institutions not only have these sites, they are more focused on the mobile experience and creative apps that allow consumers to, for instance, deposit checks via their phones or get texts after they use an ATM.
However, financial firms should make sure that their website is helping generate and retain customers before launching into more advanced mobile ventures. A website should influence customers to talk about their experience in a positive way, which helps expand a bank's presence. A poor website experience, conversely, will lead to complaints and could dissuade new customers from signing up for products and services.
For instance, when a consumer first visits your website, they should immediately know who you are, what you value and what you do well. It is difficult to be all things to all customers, and even more difficult to get that message across on a single Web page, but it's important to consider what a current or prospective customer initially sees when they enter your website.
Understanding how people look at websites, what they want to see and what will drive them away is extremely important. Does your website make it easy for a prospective customer to see where to sign up for an account, research interest rates or apply for a loan or credit card? These options should be on the forefront of what your bank provides to visitors of its website.
Make the site simple with great images and large, clear call-to-action buttons and hyperlinks. It should be easy for the consumer to initiate a relationship. Give them simple and clear options regarding how to sign up online or call your bank. Ideally, provide the option to set up an appointment at a nearby branch if they would rather come in and talk to a representative.
Lastly and this is where many websites go very wrong make information about your products, rates and fees
The Web designer Alex Sylvia provided one example of a simplified but extremely intuitive landing page when she designed a
It's easy to get carried away with keeping up on the latest technological developments in banking, but for financial institutions, the key to a successful online presence is getting the basics right first.
Jeff Bartlett leads ConsumerTrack.com, which owns
