We’ve talked before about the necessity of creating a positive user experience (UX) to build customer relationships through your bank website. Keep in mind that UX can encompass more than just the overall design of the site. Another component of UX is producing a website visit comparable to the same outstanding service your customer would receive from an employee at your brick-and-mortar location.
A study by Epsilon Marketing discovered that 89% of customers are more likely to do business with a financial institution that offers a personalized experience on their bank or credit union website. Unfortunately, only 6% of financial institutions provide a customer-centric website experience. By understanding your customers and their needs, you can create customized content to fortify relationships and increase conversions.
Defining Your Customers
Learning about your customers is simple if you’re already using Google Analytics to monitor your bank website’s performance. You can use the free software to generate reports on the demographics and behaviors of your website users. Data can also tell you where your customers live.
Along with gaining insight into who your customers are, you should also explore how they access your site and their browsing history once they’re on it. This allows you to tailor your marketing message specifically for each individual, empowering them to make decisions that will lead to a conversion.
Humanizing Your Content
Personalizing your bank website marketing strategy imbues a human element into an otherwise mechanized environment. The easiest way to personalize your digital marketing strategy is by addressing your customer by name. After the user logs in to your site, populate their name into the message on the page or in real-time messaging pop-ups.
Another method to customize a website visit is to feature names and photos of employees and other customers. Showcasing pictures of people they have met or may interact with in person can build a sense of trust and familiarity. You might also feature individuals in your blog or social media.
Finally, utilize the user’s history to deliver personalized messages and offers. By analyzing your customer’s financial journey, either online or in person, you can predict why they are visiting your bank website. For instance, if you recently approved your customer for a mortgage, you might send or display a blog about inexpensive home decorating tips. By offering the same level of personal service online as you do face to face, you can build customer loyalty.
Final Words
A personalized website marketing strategy is a little-used but growing trend in the financial industry. By humanizing your bank website, you’ll be able to offer an experience not available from most of your competition.
