5 Credit Unions With a Winning Website Game
The New Year brought new opportunities for credit unions to revamp their digital strategies – and in return, attract the attention of more consumers.
In an impact brief titled “Creating Stronger Online Engagement,” Filene Chief Impact Officer Tansley Stearns and Impact Director Elry Armaza shared some takeaways from Filene's Digital Strategies program, which was designed to help credit unions adapt to consumers’ changing shopping behaviors. What matters most in website design, they found, boils down to whether the design makes it easy for members and potential members to accomplish their goals. Even if an entire platform redesign isn't possible, gradual changes that improve the member experience – such as links to resources, tools, charts or guides – can make a big difference.
Filene identified the following best practices:
- Build from the perspective of the member experience. Center decisions around desirability and usability before feasibility or viability.
- Create opportunities to observe users without getting in their way, identify pain points and find opportunities to enhance their experience.
- Leverage search engine optimization tactics and social media to drive more traffic to your website.
- Remember continuous improvement and experimentation are important to learn what works and what doesn't, and to make the experience for members easier each time.
Many credit unions kicked off 2016 with a new look and feel online, and a few of them are featured here.
Philadelphia Federal Credit Union
The $964 million, Philadelphia-based credit union focused on delivering a better user experience within its digital space for both existing and potential members.
Its new, more intuitive website is geared toward promoting financial education, simplifies navigation and makes it easier for members to find the information they need. The site also includes testimonials from existing members and employees about their personal experience with the credit union.
Robins Financial Credit Union
A rebranding effort, including a name change, gave this $2 billion, Warner-Robins, Ga.-based credit union an opportunity to create a more engaging website. The credit union tapped Geezeo's in-house marketing agency, Geezeo Interactive, to plan, develop and design the new site. The result was enhanced navigation and an improved online experience built into a responsive design.
Elevations Credit Union
This $1.6 billion credit union, based in Boulder, Colo., opted to feature the spirit of local people and places. The site, built on responsive design, simplified navigation and includes an improved branch/ATM locator and the Elevations blog, where users can find financial tips, current events and more from local credit union experts.
Peach State Federal Credit Union
Based in Lawrenceville, Ga., this $301 million credit union also opted for responsive design to make navigating and accessing information easier, regardless of the device being used. The planning and design took seven months to complete, and included an analysis of website visitor behavior.
Ent Credit Union
This $4.3 billion, Colorado Springs, Colo.-based credit union redesigned both its main and online banking websites. Developed with credit union and focus group member feedback in mind, the responsive design sites include streamlined menus, more powerful site search features and a “remember me” feature, which allows for a faster online banking login process.