1. Brochure-ware to E-Commerce
Your Website’s Journey Begins
Engaging the Uninterested
Boston - 2013

2. Jeffrey Chesky
• President & CEO -
Insuritas
• Founder, BIS/Insuritas
• Contact Information
• jchesky@insuritas.com
• 860.653.1134
Welcome

3. Member Engagement on the Web
“Even though marketers are very intuitive and creative
people, and even though they have a strong marketing
background and basic understanding of their target
customer, the sheer scale of activity in the digital
space and its dynamic nature far outstrip the
marketer’s ability to predict what is going to resonate
online with customers and prospects at any point in
time.”
Alex Yoder, CEO

4. Preamble
• The Backdrop
• Bankers vs. the Techies
• Apologies in advance
• Engage, question & dig deep
• All new – no foolish questions

5. Why we know what we know
• Run insurance agencies
– Financial institutions nationally
– Avg. $1.8 billion asset ($73m - $23b)
– 4.3 million Consumers
– 235,000 Commercial accounts
• No Agents
• CU Generates All Shoppers
• No Reward & Recognition
• 5,000 shoppers, 35,000 visitors/month

6. • SEO – WSO
• CXM
• Presentation Layer
• Look to Book
• A/B Testing – Multivariate Testing
• Shopping Cart
– Rated & Best of Breed
• Anything Else?
• Single Check-Out
Some Definitions

7. The Financial Website Today
https://www.scfederal.org/
The Financial Website Emerging
https://www.bancorpsouthonline.com/home/home
The Financial Website
Tomorrow
https://www.orlandofcu.org/inde
x.asp

8. What Does Amazon.com Do?

9. Web Site Analytics
•Log files
•Hits and Links
•On Premises
•Webmasters
Web Analytics
•JavaScript
•SaaS
•Visits, Funnels,
Sources, Pages
•Aggregate reporting
•Out of the box reports
•Web Analysts, Digital
Marketing
Digital Intelligence
•Multi Channel
•Site, Social, Mobile
emerge
•People, not aggregate
•Highly customizable
•Intense pressure on
ROI/Business results
•Technology + Expertise
•Data mobility and
integration
•Digital Marketer, VP -
Digital
Automated Digital
Optimization
•Cross Channel
•Site, Social, Mobile
Mature
•Explosion of individual
data sources
•Real-time
•Action-oriented
•Automation
•Elegant visualizations
•Leveraging data across
all channels
•CMO & CIO
Evolution of Digital Intelligence
Cycle I
BusinessValue($)
Cycle II Cycle III Cycle IV
PARADIGMSHIFT
PARADIGMSHIFT
PARADIGMSHIFT

10. The Maturity Curve
Optimization Maturity Phases
Operational
Reporting
•Web Analytics
•Measurement
•No Testing
•Ad Network
Targeting
“Crawl
Phase”
•A/B/n Testing
•Basic MVT-1-3 areas
•1 Element Targeting
•1 Project at a Time
“Walk
Phase“
•More Advanced MVT
•In-session
Segmentation
•Multi Element
Targeting
•Frequent
“Run Phase”
• Personalization
• Integrated
Optimization
• External
Segment Use
• Social &
Multi-Channel
• On-going
Conversions

11. The Challenge /
Yesterday’s Path To
Success

12. The Opportunity/
Today’s Path To Success

13. “We started with just
one simple
experiment back in
December of 2007.
This experiment
taught us that every
visitor to our
website was an
opportunity”
Dan Siroker – Ad
Director and Analytics
for Obama Campaign
Everything was Tested

15. The Results…
LoanINSURE®

16. Are You Doing ‘Analog’?
• Paper-Based
• Direct Mail
• Annual Solicitation
• Paper Applications
• Data Entry Enrollments
• Hard Copy Certificate
• Paper Bills, Collections
• “Trust Me”
The Past: “Analog”
X 3
X 3
X 3

17. Are You Doing Digital?
https://www.scfederal.org/
Yesterday: “Digital Links”
X 1
X 1
X 1
• Web links to vendors – no return
• Caution – Toxic Site Ahead
• Digital applications – Your first name?
• Electronic data capture
• .PDF fulfillment
• Online collections
• “Trust Me”
For Credit Unions: No Controls.
A Sales Generator or a Lead Generator?
For Members: Was this like shopping
Overstock.com?

18. • Demographics
• Technology Profile
• Key Decision Factors
• Key Tasks
• Online Behaviors
• Barriers
Strategy – Personas

19. Testing & Optimization –
Process
Website visitors are randomly split where x%
presented Option ‘A’ , 100-x% shown Option ‘B’
Only difference is attributed to ‘Option’
presented to visitor
Statistical analysis used to determine if
lift sustainable or due to chance

20. Level 1 (Control) Level 2 Level 3 Level 4
Total Clickthrough Rate
+8.09%
Confirmation Rate
- 19.48%
Total Clickthrough Rate
+19.47%
Confirmation Rate
- 27.36%
AB/n Test

21. Fairwinds CU
www.fairwindscu.org

22. Fairwinds Rater Traffic
Pre-Quick Quote:
107 Visitors/Week
Log-Out Quick Quote:
945 Visitors/Week

23. CMS and Personalization

24. Nurturing a Conversation
Click here if you are having trouble viewing this message.
Dear Member, Thank You forVisiting Us Online. Shopping
for Insurance Can Be a Challenge!
Our crew members at Fairwinds Insurance Services are standing by
ready to help at (800) 632-9541.
Give us a call and talk to one of our licensed agents who can assist
you with the online process. We will provide you with competitive
personal insurance quotes from some of the area’s top rated
carriers.
Just so you know; 4 out of 10 Fairwinds members save when they
purchase their insurance with us. Many of our members saved even more after talking
with an agent and finding additional policy discounts.
Don’t hesitate; we can help you take the next step and get your free quote comparison
today! Call toll free: (800) 632-9541.
From the Insurance Experts at Fairwinds Insurance Services, LLC.
Call one of our crew members and start saving today
800-632-9541
*Insurance products which are available are not deposits of the Financial Institution and are not protected by any type of deposit insurance, are not obligations of or guaranteed by the
Financial Institution, and may be subject to risk. Any insurance required as a condition of the extension of credit by the Financial Institution need not be purchased from our Agency but
may, without affecting the approval of the application for an extension of credit, be purchased from an agent or insurance company of the customer's choice.
Click here if you don't wish to receive these messages in the future.

25. Online X-Date Fee Generator
34,000 – 90 days

26. The Digital Exchange –
Early Days
Today: “Digital Exchange”
ALL
• Multi-product purchase
system
• Single data entry
• Single bill
• Single customer portal for
service (24/7/365)
• Full transparency
A Sales Generator

27. The Digital Exchange Experience
Today: “Digital Exchange”
ALL
• Multiple carriers
• Multiple products
• Shopping cart
• Controlled environment
• Single application process
• Single payment process
• Real time fulfillment
• Branded customer portal
• Always-available

28. How Users Scan Websites
The
Golden
Triangle

29. 53.4%

30. Disruptive Ideas
• Member’s Voice… One Stop Shopping
• Eliminate intermediaries
• Increase shopping cart values
• Drive repeat shoppers
• Expand fee income, wallet share and
promote retention

31. Closing Thoughts
• What Do You Members Want from your
Web Portal
• What will vendors do to support those
needs
• Is Web Site a “Permanent Aisle in the
Store”
• Do you know how to manage
monetization
• On-line Banking key for sales