Unfortunately, in 2020, most bank websites are nothing more than brochure-ware. That is a problem as not only can a bank’s website be its most efficient source leads, but it should also be the best source of conversions (leads that turn into new accounts and loans). While there are several hundred banks that do handle online lead gen well, it is even rarer to have a bank generate leads from its mobile app. This is also a problem as some banks are now generating the bulk of their digital leads from mobile, not to mention the bulk of their conversions.
While last week we focused on bank mobile app usage, in this article we take a look at how mobile and online usage compares to see what insights we can glean for bank marketing and customer experience management. Because your phone is always close-at-hand, mobile banking usage tends to be more stable and regular throughout the week and day. Mobile app banking usage tends to peak around lunch and stay steady until the late evening.
Our article early this week on bank website productivity (HERE) garnered an avalanche of feedback. One of the most common questions was to expand on more details around personalization. Since we are in the process of upgrading our site to handle personalization, we wanted to explain the what, how and who of our effort in case you are looking to jump your website’s capabilities.
If you are looking for the most undervalued asset on your bank’s balance sheet, it is probably your website. A good website gets ten times the traffic that the branch network gets and can dramatically shorten the sales cycle. Since most prospects and customers attempt to check the site for information, a website focused on the customer experience is central to increasing the site’s efficiency. In this article, we touch on some easy improvements that banks can make to turbocharge both usability but conversions.
The website, as bankers know it, is going away. It is likely you think of a website as a static set of electronic pages that reside on a server somewhere just waiting to be viewed. Given the rise of data, personalization and machine learning, that idea is getting quickly dated and a new “cognitive website” is now being tested. Here at CenterState, as we lay plans to update our site, we are starting to recognize that a cognitive site takes two to three years of planning.