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.
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