Does your website overwhelm your members with decisions and information? It’s easy to want your members to have all of the information right in front of them and to advertise the promotions, but having too much can actually be counterproductive.
Research has shown that having too many choices can cause fatigue for members and will in turn, cause them to abandon making a decision at all. This is called Decision Fatigue. Decision Fatigue happens when “making a large number of decisions over a prolonged period of time can be a significant drain on our willpower.”
How can you ensure that your website is actually helping you make conversions rather than causing decision burn out? We all know that websites are there to provide information and most of the time you want to put everything right in the line of sight for your members. Below are some tips on how to prevent information overload.
Utilize Information Rotators
Sliders or carousels are most commonly used for displaying promotions because they allow visitors to only see one promotion at a time. Now, this doesn’t mean that you should have 6 or more promotions running at once or have multiple types of information rotators on a page. The recommended number of slides in rotation is no more than 3-4 since most people won’t stay on the page long enough to view more than that. Keep in mind, to keep your site ADA compliant, the rotation of the slides needs to include manual control options.
Assisted Navigation
We’ve all experienced the frustration of trying to find information on a website and it not being where we think it should be. Make a connection with your site’s visitors right away when you ask them about what they are looking for using forms or quizzes to direct them. Not only does this have a conversational effect, but it acts as a guide for your customers that doesn’t require them to search or guess where the information should be located. The questionnaire can also use statements instead of questions to minimize the look of making a decision. For example: you can have an opening statement of “I want to…” with options for the member to select such as “save for retirement, refinance my home loan or open a checking account”.
Blog and Search Filters
When you have high-quality blog content, it’s understandable that you’d want to keep all of it on your page as a resource and to benefit your organic search result rankings. The issue with having it all available for a member is that it requires them to muddle through and search for what they’re wanting. Blog and search filters will help remove this step for them. Filters give the member the ability to easily sort the content by categories and from there, they can view only the posts that they’re interested in.
Implementing some of these features can drastically improve your member’s experience on your site. By providing guidance and filtering options, you reduce the number of decisions visitors to your site have to make to get to the information they are seeking. This eliminates feelings of FOMO (fear of missing out) and information overload which, in turn, streamlines the experience and helps increase conversions. By cleaning up the flow of information, you require fewer decisions from your site’s visitors making their experience more efficient and enjoyable.
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By far, the most common refrain I hear when discussing marketing opportunities is, “print is dead, right?”. It’s a controversial statement at least, and a complete misunderstanding at worst.
Obviously, the world of print has been turned upside down since the digital revolution. There have been sharp reductions in advertising revenues at most newspapers and magazines – and some did not survive. In the meantime, 70% of people are still more likely to remember a brand that they see in print. That is partly because of print’s lasting history and its reputation as a trustworthy medium. From classic production pieces like postcards, and brochures, to non-traditional pieces like window clings and point-of-sale signage, there is still something wonderfully viable about a product you can touch.
Does that mean you should be asking, “Print or Digital?” Well, that question overlooks an important aspect of print marketing – its symbiotic relationship to a company’s digital reach. Research shows that more than 60% of online searches are prompted by print media campaigns. Successful companies are using age-old marketing techniques like Direct Mail, Magazine Ads and billboards to drive their online traffic. The 1–2 punch of a well-crafted print/digital marketing campaign can deliver increased traffic and the results you’re looking for. So, the answer to the question is; Print AND Digital. There will always be a need for print. There will always be a place in marketing for producing physical pieces that enhance a robust digital marketing plan. The difference today is that marketers have an opportunity to use print as part of a larger, focused strategy that includes social media marketing and SEM.
There are countless opportunities to engage an audience with print. It’s literally everywhere you look. From signage on the roadways to the mail you receive at home, it touches our subconscious on a daily basis. As a production manager, I get the opportunity to visit various print shops from time to time and I can assure you, they are busy. Like many others in the industry, when people ask me, “Is print dead?”, I reply, “No, it’s just changing.”
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With that mindset, take a look at the team you work alongside every day. Are you working as a cohesive unit or is there one person really running the show and the rest blindly following? If you and your team are struggling to communicate, or if your workflow seems to be bottle-necking at certain points throughout your projects, it may be time to re-evaluate your processes. Changing steps that are already in place (and may have been for years), and learning something new is a lot like learning how to ride a bike. You’ll need a lot of support, a lot of practice, and you may have to put up with a few bumps and bruises along the way.
And if you think your organization is running like a well-oiled machine, break out of your “if it ain’t broke, don’t fix it!” mindset and take a look at three soft skills you need to master through when working on perfecting your team’s processes.
This isn’t going to be a one-man show, ya’ll! Start by gathering different members of your team together and have a serious conversation with them about what the main steps are going to be to get your project from point A to point B. Getting your teammates involved in the discussion eliminates the possibility of leaving a step out and helps give everyone a more in-depth understanding of a person’s role. Research shows that we can spend as much as 80% of our time communicating, so you better make the most of that 80%. Spending that quality time talking with different members of your team across different departments early on can make or break the success of your blossoming game plan!
Plus, having quality communication with your group means that everyone is always in the loop about what is going on. No “I just heard it through the grapevine” here!
My mom always told me when I was little “the world doesn’t revolve around you, you know…” The same sentiment holds true when you’re working within your team (remember that whole ‘there’s no I in team’ thing?). Whether modifying your processes requires changing to a new software or rearranging job titles, new things always seem SO scary. Naturally, we want to stick with what we know and what we’re comfortable with. The reality is, what works best for you may not be in the best interest of somebody else, but in order for your team to work as efficiently as possible, it’s important to meet somewhere in the middle. Meeting in the middle not only ensures that everyone is happy, but can also provide the best solution to a potential problem.
For a new process to work, you have to put it into practice. Sure, you can set up an array of “tests”, but nothing will equate to working on a real project in the real world. Be prepared: It’s not going to work perfectly the first day, and that’s okay. The more you work through it, the more you’ll be able to analyze where the shortfalls lie. But to do this, you have to hold your team accountable for following the steps you all worked so hard to put into place. Of course, different people are going to complete tasks differently, but if they completely ignore your newly established process, all of your efforts have been for naught. Even more importantly, you run the risk of steps getting missed, information getting lost, or mistakes.
When giving your processes a facelift, you’re not going to get it right the first time. Remember our bike example from the beginning?
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If your latest campaign features loans or credit of any kind, your ads won’t run if you don’t follow Facebook’s new rules.
Modern Website Design Tips:
Incorporating these features in your website will help you to start building relationships with the future generation and keep you on the cutting edge. Making your brand more relatable to more people.
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Virtually all reputable marketing firms will finish your branding project by presenting your organization with a “Brand Guide” to follow. You may ask yourself: “what do I do with this slickly designed (and slightly overwhelming) piece?” Well, first of all, it is recommended that you assign someone — or a team of someones — to fully understand what they are holding. Countless hours and dozens of conversations have gone into developing just the right message, visuals, brand voice and feel to help you reach your target audience. The guide is the culmination of all that work; don’t let it be for nought. The concept of a brand guide in and of itself though is quite simple. Brand guidelines are a set of rules that dictate how all elements of a brand should be applied. Designers will present you with a detailed outline of your brand’s preferred colors, fonts, logos, photo styles, layouts and so on, and how each are to be used. They will also provide several different electronic versions and file formats of your logo and any brand graphics used. A representative from the firm or agency that did your rebrand should work with you to explain the implementation and importance of adhering to each of these elements. Make sure you distribute copies of your guide internally with your institution. Also, provide a PDF version of your brand guide to any outside firm or vendor you choose to hire before they start work on a project and be sure that they have a clear understanding of the look and feel of the existing brand.
As designers and marketers, we understand that all of your collateral work may not come through our agency. Just sit back and think about the true scale of a rebrand. You’re potentially going to need large amounts of print work, branch merchandising, in-branch and out-of-home signage in addition to a strong online presence, just to name a few elements. It’s normal for you to use an assortment of different vendors to create all the items and complete all the tasks you have on your list. Some of the work may even be completed in house, and that’s okay! Sticking true to your brand guide and holding those who take part in creating your collateral accountable allows for any pieces created by vendors to look the same visually as well as have a cohesive message.
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Oh, change. A word that can create a multitude of emotions just by speaking its name. A word that may scare you, excite you, or make you question every decision you have ever made. No matter where you stand and what experiences you’ve had in the past, there is no doubt that change is necessary.
In a world where visual and digital presence is the key to success, change is of the utmost importance. For the financial industry in particular, this way of thinking has fallen a little short. However, to make sure that you are reaching the correct audiences and creating the best user experience for your members, you need to take the following steps:
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When I was born, my first toy was a Winnie the Pooh stuffed animal. 22 years later, I still have that old, tattered toy. He’s stained, has received more than a few stitches in his lifetime, and the fabric on the tag is worn and frayed. Needless to say, it was a staple of my childhood.
By nature, Winnie the Pooh is an aloof bear who lives in The Hundred Acre Wood and likes to eat (and he’s short, fat, and proud of that). While that’s something I’m sure we all can relate to, what if he stepped out of The Wood and stepped into your organization as your next marketing guru? I know what you’re thinking: “How is that possible?” Well, Let’s look at four oddly profound quotes from our favorite Silly Old Bear that you should take into your next team meeting.
“I only get to where I’m going by walking away from where I’ve been.”
Living in the past is not healthy for anybody, and it certainly won’t do you any good. In order to grow, it is imperative that you keep moving forward. Take a look at what’s worked and what just absolutely tanked throughout your company’s history. Look back, but don’t step back. View past successes as building blocks to a brighter future, and past failures as lessons that got you to where you are today and where you will be tomorrow.
“You can’t stay in your corner of the Forest waiting for others to come to you. You have to go to them sometimes.”
The foundation of decent marketing is knowing the 4 W’s about your target market: who they are, where they are, what they are looking for, and when you can find them. No matter how ingenious your product offering; no matter how much YOU believe your product will change the world (even if it will), it is all for naught if people don’t know you exist. We live in a world of instant gratification where we can access the whole world with the tap of a finger — you can’t sit idly waiting for your big break; because, while you’re waiting, your competition is acting.
Look at your organization’s online presence. Is it warm and inviting? Are you reaching the right people? Does it even exist? If your answer is no, or even a hesitant shoulder shrug, you may be missing a large portion of your consumer base.
“You never can tell with bees”
Unless you’re a beekeeper, consider the bees your customers! You can plan, strategize, and have an award-winning team backing you; you can do all of the right things. But, much like a bee, the unfortunate truth is that customers can often be unpredictable. You can never tell what they’re going to do; their tastes and buying habits can change at the drop of a hat. To combat this, it’s important to be on top of current trends in your industry, and be ready, willing, and able to serve your consumers when the time comes. If you can keep up, they’ll be as sweet as honey. If you can’t, you may get stung.
“It’s hard to be brave when you’re only a very small animal”
Maybe you’re a startup. Be brave. Maybe you’re trying to pave your way in an oversaturated market. Be brave. Maybe you’re a small organization surviving solely on the support of your tiny community. Be brave.
Whatever you do, and whoever you are…BE BRAVE. There’s a certain kind of comfort that rests in complacency. While being comfortable is, well…comfortable, it’s not sustainable long-term. Take risks and dare to be different, but be smart. As an organization, don’t be afraid to take a long, hard look in the mirror from time to time. If you don’t like what you see, do something about if. If you’re content with what you see, look for ways to improve.
Even if you’re a tiny fish in a very big pond, you can still make a very big splash and create waves to disrupt whatever industry you’re a part of.
So, the next time you call a meeting with your team or are about to step into the boardroom, take a minute to step back into your childhood. Think back to the adventures of that silly cartoon bear and remember that moving forward and being brave, while uncomfortable, are essential to the success of your organization. Whether you’re a Winnie the Pooh fan or not, these sentiments remain true for seasoned veterans, newcomers, and everyone in between.
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Over 75% of Americans shop online. A whopping three-quarters of the population buy clothes, diapers, dog food, or something via the internet. Yet Google says only 3% of grocery shopping down in America is currently done online.¹ Three percent. A meager figure when compared to clothing (58%) or electronics (48%).² So why should those in the financial industry pay attention to online grocery sales? Potential.
New research says the percent of grocery sales happening online is expected to triple in the next ten years. It is one of the final verticals that was thought to be ‘digital-proof’. That is, that consumers would never be willing or able to purchase their perishables in the same way they order new dress socks. The same research says that even among consumers who haven’t purchased groceries online before, when and if the time comes, they’ll consider their local brick and mortar as their first preferred option. The research also says while those consumers may not be buying online yet, they are shopping online. In fact, 50% of offline shoppers say they are influenced by digital.
Now, let’s replace all the grocery terms with things like account opening, loan application and others from the FI world and this certainly becomes a trend to keep an eye on. As grocers work to figure out how to shape the behaviors of early adopters, how to serve customers online in a way that replicates their in-person service and how to generate loyalty, the entire trend feels a lot like the place banks and credit unions have found themselves over the last decade and continue to find themselves today. As you consider your digital offerings, you may want to keep the product aisle in mind.
Check out more similarities and read the full article here.
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