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Thursday, March 14, 2013

4:00 PM - 4:45 PM
Track: Tech Trends View Track

HUMANIZING YOUR WEBSITE: HOW FIRST NIAGARA BANK DROVE 30% MORE CUSTOMERS ONLINE

Thomas Bontempo, Director of Digital Banking and Marketing, FIRST NIAGARA BANK, N.A.
Damir Saracevic, Director of Digital Marketing, CATALYST

First Niagara Bank had not refreshed their digital experience for four years. The website was viewed as a single channel with no connections to other digital channels (digital marketing or online banking), the branch or ATM channels. With the acquisition and planned integration of 200 HSBC branches, a superior web banking experience was imperative to retain those new customers. First Niagara’s existing site simply did not deliver on the bank’s highly personal, in-person brand. A complete site redesign was in order. In this session, you will learn how First Niagara humanized their site with a single navigation schema, life stage personas, targeted content integrated to local markets, and everyday language. And it was created in under six months! 

 

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