If your website isn’t working for you, it’s working against you. It’s as simple as that. Your website is the cornerstone of your banking business, a critical marketing channel where customers can learn about your financial services and become loyal customers, all on their own time.
So how will you know when it’s time to reinvest in your website? Here’s a checklist of five common mistakes you might be making today.
1) Your website is loading too slowly. Customers don’t have time to wait for your website to load. According to a recent study, 40% of users abandon a website after a three second load delay. Use a website speed test such as Google’s PageSpeed to check your page speeds. If they are underperforming, you’ll want to talk to your website administrator to find out what’s holding it up.
2) The design is unappealing or outdated. Your first impression says a lot, so invest in the time to get it right. If your website is over three years old, uses poor graphics or mismatched fonts, was built using Flash or is not mobile-friendly, it’s time to update. These are all signs that tell potential customers that you are not paying attention to detail or not a professional, credible financial business.
3) No clear message or call to action. Your potential customers are looking for a clear-cut message about what your business has to offer to them and how to sign up. If the copy is too sparse or overwritten, users will be confused and move on. Aim to be thorough yet succinct and create a clear “conversion funnel” to turn potential customers into clients. Consider adding a CMS that makes quick copy updates to your site that allows you to use timely content, stay in step with your marketing campaigns and directly leverage performance insights.
4) Underutilizing your website. Are you “leaving money on the table” by underplaying your most valuable marketing tool — your website? With the various traffic sources coming in from search, Affiliate Networks and advertising, a robust site can help educate a potential customer and convert them to a loyal client. Review your new user flow and available content that you offer. Is a visitor gaining valuable insight into your business? Is it better than what your competitor offers?
5) Not seeing your website analytics. Setting up analytics and tracking tags, enables you to review your website traffic and navigation patterns. These reports are valuable to see how well clients and potential customers are moving around on your site, how they are using the navigation, what pages they are going to the most and, most importantly, where they are dropping off. If you’re not getting tracking data from your website, you’re working blind.
Shared Results offers a digital onboarding tracking solution that can be highly-customized to your website and marketing goals.
Offering a clean and clear online experience will give you a competitive edge, so investing in your site should always be top priority. And, a credible-looking website establishes a strong message to your clients and all those seeking out your financial services. You can never make a second first impression.