Comparisons of Financial Marketing experiences - Credit Union vs Bank vs Startup
For this blueprint walk-through I picked three different experiences based on ratings from Nerdwallet and Lorem:
Dive into experiences from Alliant Credit Union, Marcus by Goldman Sachs and Avant to see who does it best and who misses the mark.
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5 steps to a high-conversion marketing experience
Up-level your financial services digital experience
1. Target the right customer
A clear focus helps deliver a strong emotional connection. Because you can visualize whose problem you are trying to solve.
Alliant, Marcus and Avant struggle to create a compelling experience because they don’t focus on a persona and end up with generic content. With Alliant and Marcus this results in almost useless comparison tables (slides 31-32).
Design your experience for a single segment/persona FIRST before layering in a secondary persona
2. Pick the right stage(s)
People land on your page at different stages of the buying journey
- Most Aware: Why now
- Product Aware: Why Product A over B
- Solution Aware: Why solution X not Y
- Problem Aware: What are my options
Alliant in the Why Us tries to answer for everyone and answers for no one effectively (slide 17). Marcus takes a better approach – focusing on product aware, and then using related content to address problem aware visitors (slide 43)
When you select the right journey stages, the questions you need to answer become pretty clear.
3. Blueprint your experience
It’s overwhelming to create or review wireframes/visual designs.
Because you are trying to solve for overall layout, content selection, prioritization and presentation format, copy etc. all at once.
This leads to fatigue and poor decision-making
START by building your persuasion ladder.
Pick the right building blocks, then organize them (without content) to see how your blueprint walks a prospect from consideration to conversion. Especially on mobile.
4. Create mobile prioritized UX
It’s no longer enough to just be mobile-friendly. Mobile experiences need to use mobile functionality and be aware of limitations like reduced attention spans.
Competitive tables are a great example where they look great on desktop and horrible on mobile – see slide.
SOFI shows how to create a great mobile prioritized experience that looks great on desktop AND mobile. Just steal what you see in SOFI’s marketing blueprint walkthrough
5. Run lean user testing
I’m a big proponent of remote, moderated user testing. Having run hundreds of tests over the last 15 years, it is the best way to overcome bad assumptions, personal opinions. Especially the curse of knowledge.
And use social platforms like Facebook groups and Nextdoor to find users cheaply and quickly.
Use AB Testing only when you already understand the Why and want to test or validate options on a large scale.