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3 ESSENTIALSOF A WINNING PRODUCTS& SERVICES EXPERIENCE Best Practices in Finance Website Testing and Optimization         ...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, P...
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Maxymiser Best Practices Finance Products and Services

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3 Essentials of a Winning Products & Services Experience takes the financial industry's best of examples of what works, what doesn't, what to test and what to leave alone. We've surveyed the online financial services market to find ideal examples of homepage best practices, from brands such as Chase, PNC, HSBC, and Bank of America.

Published in: Economy & Finance
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Transcript of "Maxymiser Best Practices Finance Products and Services"

  1. 1. 3 ESSENTIALSOF A WINNING PRODUCTS& SERVICES EXPERIENCE Best Practices in Finance Website Testing and Optimization PART 2
  2. 2. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 Table of Contents 4 3 Essentials of Financial Sites’ Products and Services 5 Essential #1: Calls-to Action<< < 6 Essential #2: Comparison Charts 7 Essential #3: Filtering 8 Reality Check: Extracting Products and Services Conversions> >> 2
  3. 3. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 From checking, to savings, mortgages, loans<< < and credit cards — your Consumers go through many financial cycles bank has more to offer in their life — needs change and so do their preferences. You’ve likely got the products to than your website has support their needs, but in order to maintain> >> their loyalty, your site has to provide the correct real estate. information, and experience. Or so you thought. And your site’s products and services can help each customer — if properly optimized for your audience. 3
  4. 4. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 3 Essentials of Financial Sites’ Products and Services When customers are ready to dive into your product offering — whether they’re new or returning — ensure that the content is easy to find, digestible and comparable. Easy Switchings Give ‘em Easy Access Allow for Comparison<< < Like we said, we know you have a Don’t send visitors on a Multiple credit cards? Savings? lot of products. But visitors aren’t hunting expedition — clearly Account options? Variable loans? going to buy them all at once, so displaying product categories Make sure customers can easily make sure your navigation allows and subcategories will get their compare products across the them to easily browse, without expectations in line right off the bat. board so that decision making being lost or overwhelmed. is a lot less cumbersome.> >> There are 3 essentials to earning a well-optimized products 4 and services section…
  5. 5. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 Essential #1 Calls-to-Action<< < Information overload is already a natural problem when it comes to dealing in finances. Help visitors Clear CTAs enable> >> visitors to quickly along the decision path by navigate through providing stand-out CTAs the product page. that guide them to their best choice — and guide your site to more conversions. CTAs that lead visitors to compare functions are easily found when first entering the page. 5
  6. 6. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 Essential #2 Comparison Charts<< < They say today’s savvy consumer comparison shops more than ever — and this holds true> >> in finance as well. From simple checking to mortgages, allowing each visitor to easily see what each choice has to offer Bank of America will help them choose the best fit, and trust that you have enough products and services to cover them Clear charts allow users to should their needs change easily compare benefits and later on. inclusions of products before moving to the next step. 6
  7. 7. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 Essential #3 Filtering<< < Not only do you have Imagery aids visitor to inquire multiple categories, but more about each card. multiple products within Filtering feature on left-hand side each category. Make eases the process of finding the> >> correct card for the visitor. customer navigation through your site easy with sort, filtering and guidance — and having a little fun never hurt either. Prompts visitors to interact with drop-downs. Enables visitors to feel in control while site can assist in picking a product for them. Provides opportunity to segment based on widget selections. 7
  8. 8. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 Reality Check Extracting Products and Services Conversions DEFAULT<< < A large global bank needed to determine the optimal layout and presentation of information for increasing> >> call-to-action clicks in its online applications. So it teamed up with Maxymiser for some multivariate testing. WINNER In order to understand the best way to achieve this, the test looked at variables around calls-to-action, copy and badges. The “Most Popular” badge was a key driver of behavior in this experience, generating a +15.03% increase 8 on “Apply Now”clicks.
  9. 9. 3 Essentials of a Winning Products & Services Experience : : Best Practices in Finance Website Testing and Optimization, Part 2 It’s a complex online world out there — especially when it comes to your plethora of products.<< < But knowing what to optimize is only half the battle. Using A/B and multivariate testing will help you hone in on the best CTAs, filters and comparison capabilities for your site — and> >> your live audience. And when you’re ready, personalizing your site for each visitor in real time can really help you increase customer lifetime values, no matter which point they are in their financial life cycle. But for now, let’s move on to optimizing your locators… 9 If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.
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