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Content Management System
We helped Genisys CU create a new unified online presence out of the two credit unions from which it was formed. We designed, helped write and incorporated some of our best technologies, including a mobile-optimized version of their site leveraging our CMS. We also custom developed an ATM/branch locator that incorporates Co-op Network locations directly into their site.
Take a look by clicking on the image above!
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Content for Credit Union Mobile Sites
Thinking of going mobile with your credit union’s Web site? How do you plan your content for what basically amounts to a hand-held version of your site?
The Mobile Difference study from the Pew Internet and American Life Project found that 61% of Americans think that “stationary media will do” and the remaining in 39% are “motivated by mobility.” For them:
…mobile and wireline access tools have a symbiotic relationship… digital content found on the mobile device may prompt more activity on their broadband-enabled big screen at home. At the same time, the desktop internet experience migrates to “on the go” as the handheld becomes a complementary access point to connect with people and digital content wherever a wireless network reaches.
The Mobile Difference -Pew Internet & American Life Project
The importance of this finding is that it highlights the interconnectedness between “stationary” and “mobile” Web usage. This is of particular interest and importance when you’re considering what content to include in your mobile Web site.
Goals of the Mobile Site
At this point, it isn’t necessary to make your entire site mobile-optimized; of course, that is an option. Instead, your goals should be to create a site that:
- Facilitates the hand-off between mobile and stationary usage, and the unique needs of a member accessing your credit union on a mobile device
- Emphasizes member service over new member attraction or sales
Content
So what does this mean in terms of content? Consider why your members are using the mobile Web—and how it affects their needs. After all, they’re probably neither at home nor at the office. Instead, they are likely on they go, in a hurry, and need to know or do something fast. They need to use their time efficiently and effectively—and with the right content, you can help them do that.
So, rather than just making a mobile-version of your existing site, you need to filter and refine your content to meet a very specific need.
Consider the following content for a credit union mobile Web site:
Mobile Web Page
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Content/Focus
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The Hand-Off
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| Home Page |
Logo, navigation, link to full site, phone number and email address |
Make it easy to contact you |
| About Us & Membership |
Basics of who you are and serve |
Phone, email and option to have a link to your membership application emailed |
| Locations & Hours |
Make it quick and easy |
If you want to get really slick, provide directions and mapping |
| Products and Services |
More awareness building than full-out sales pitch. Note: This will change as devices and access speeds improve |
Email link to full site for later viewing |
| Rates |
Key rates, with an emphasis on those that might be needed on the road, like auto or mortgage loans |
Email link to full site for later viewing |
| Mobile Banking |
Quick and time-sensitive transactions |
The obvious, synchronicity of transactions and data across all delivery channels |
| Social Networking Sites |
Many have mobile-optimized access (e.g. m.twitter.com) |
Complete the circle on all your member touch points |
Click here to read more about credit union mobile sites.
Contact us to create a mobile Web site for your credit union.
Importance of the Call to Action
Click here to apply for membership.
To complete a secure loan application, click here.
Click here to talk to a member service representative online.
What do the three above statements have in common? Each statement asks the visitor to your site to take action. The statements tell your members to move from just reading about your products and services to acting on what they’ve read.
The call to action is so obvious and yet so easy to forget—but we all know that we must ask for the business in order to get the business.
To help you achieve your goal of including calls to action throughout your site, think of each page on your site as a point of purchase display:
- It has to be attractive and specific
- It needs to make clear what is being sold
- It needs to convey how it will help you
- It has to make the pitch to buy
As an added bonus, it can also include related product and service ideas, and resources to help with the buying decision
If any of these elements are missing, your page—your point of purchase display—will not be as effective as it could be.
For example, an effective Savings page would include:
- Key features of the account and how it works (e.g. balance requirements, ATM access, share insurance coverage, statements, interest calculations, etc.)
- Rates, fees, disclosures, etc.
- How it will help the member (e.g. normal savings, high-yield saving, youth savings, etc.)
- The request and option to apply for the account and how to do it
- Other saving account options, saving calculators, financial education on saving and where to ask for help
The bottom line is that you should never leave a member hanging out wondering what to do next or how to contact you. They are on your site because they want to use—BUY—what you have. Make it easy for them!
Contact us for Web site consulting and redesign services.
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