recognized the general consumer, as well as the industry,
shift to mobile devices; it was up to BankIowa to ensure
each user experience was satisfying.
With Premier Bank, being able to have customers run a
mobile search and then be directed to a functioning mobile
site without interruption was a significant game changer.
These changes are simple first steps that will generate greater
visibility and accommodate smartphone and tablet users with
a vastly improved experience.
Web opportunities you may have overlooked
Ultimately, banks must use the Web to attract and maintain
profitable customers in addition to developing some newly
profitable relationships from existing customers. By leveraging
new technologies, banks can post rates, promotions and other
dynamic, real-time information to get a customer’s attention
while maintaining compliance.
For instance, banks can be more impactful in promoting
their competitive rates by avoiding generalizations (like “low
rates”) and instead present the actual rates. Rates need to have
the ability to be changed as easily as possible—and across all
media—so that, in return, the bank saves time and money. ATM
and branch locator capabilities show your customers the various physical locations of your ATMs, branches and main office,
and can serve as a powerful feature when accessed via a mobile
device. With users searching for your ATM and branches on the
go, it is important to post hours and enable driving direction
Selecting a Hosting Vendor for
a Website Refresh
When choosing a hosting vendor for a website refresh, banks should keep
in mind two things:
1. Importance of operational consistency.
2. Recordkeeping capabilities.
Most financial institutions do not value a hosting solution until theirs
goes offline. In today’s tumultuous banking environment, community institutions cannot afford to have these channels disrupted. In the emergency
of a failed server, can users still access the bank’s URL and login to online
banking? What is the backup plan if an emergency takes place? What will
users experience during the situation? These are questions to ask to assure
that maintenance to the infrastructure and hardware outages can ensue
with degradation to site performance.
Additionally, the requirement to keep record of any and all websites
updates often prevents banks from updating their sites as frequently as
desired. Locate a vendor that puts the power and control of content back
into the bank’s hands, and enables an electronic record for tracking these
items for audits.
functionality to ensure users can receive the information they
need when they need it most.
Additionally, banks can market targeted campaigns to various
customer segments by using separate portals. Retirees, people
growing their families and young professionals are not only
in very different stages of their lives, but also have varying
Next steps: repositioning content
Taking targeted marketing a step further, Premier Bank is planning to make the most of customers’ online behaviors. The
bank is updating its website to drill down and target customer
Internet Protocol (IP) addresses, and direct its most relevant
messaging and promotion to that customer. The information
will be based on what the customer has viewed in previous site
visits. This personalized product and service marketing opens
up additional cross-sell opportunities and can make the bank’s
site a true resource for the customer.
Premier Bank explains, “We are in a very competitive field
and need to stand out as a community-focused financial institution. One clear way to shine is to show our strengths and
personalized attention, even on our Web and mobile channels.
Now, we can do that by better knowing our customers and what
they are interested in viewing.” Premier Bank did its own market
research surveys to understand customers’ banking behaviors.
The bank uncovered a prominence of mobile devices, as well as
customers’ intent/likelihood to start—or enhance—their existing
mobile interactions with the bank. That got the bank thinking
about how customers will be coming to the site.
BankIowa is also mindful of keeping customers on its website.
To make that happen, it has pooled financial tools and runs
rotating service promotions with each customer’s visit to the
homepage. “We are realistic that we only have one second of our
customers’ attention when they land on our homepage. Now,
we feel that we are really taking advantage of that opportunity.”
This repositioning of content approach enables banks to
transition their websites into a profit center for the institution, just as with any of their physical branch locations. The
ultimate aim is to continually funnel visitors toward taking
action. Websites designed based on what customers want will
get customers coming back to the site more frequently and for
longer periods of time.
Banks’ goal must be to become the resource for anything
financial in their customers’ lives. n
ABOUT THE AUTHOR
WADE ARNOLD is CEO of Banno (formerly T8 Webware),
Cedar Falls, Iowa. The company is a provider of custom-branded mobile applications, websites and personalized
payment card services to financial institutions. Arnold is
a graduate of the 2012 ABA Stonier Graduate School of
Banking. Website: www.banno.com www.banno.com