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What does “mobile friendly” really mean?

Your current website provider has probably tossed around this term many times trying to upsell you. You may have read a blog or two about it on CUinsight or CBinsight, or any of the other various industry trades. But what does being “mobile friendly” really mean?

A mobile-friendly website is typically a responsive site which means the content of your full site is resized based on the size of the screen on which it is being viewed. That means removing certain elements or simply changing their placement so the mobile view is optimized for users.

With more and more consumers wanting to do business from their mobile device, it’s time to go beyond making your content mobile friendly. Mobile conversion rates (total number of visitors to your website versus those who complete an application or take other desired action)
are a lot lower than desktop conversion rates. People simply aren’t as ready to buy on the little screen as they are on the big one.

Several reasons have been proposed for why this is the trend:

  • People find it hard to fill out all of that application info on that finicky little screen.
  • There is a sense that mobile devices aren’t as secure as a desktop.
  • They might see phones more as something for browsing and entertainment and laptops and desktops as the place to make serious purchases.

Of course, those three statements will vary by generation and personal preference, but all three are things you can take advantage of if you develop a solid content marketing strategy. You can make applying for your products and services on mobile easier by reducing the number of keypresses. You can make it clear that giving info via your website is secure no matter what device they use. You can also make it really easy for people to begin filling in information on your website and then continue it from another device.

Think this might be impossible or a costly project needing the attention of your core processor or online loan app provider? Not the case!

On the recently launched HopeSouth Credit Union website, we included basic easy to fill out forms at the bottom of each page. While it’s not a full loan application (or even a basic loan application) it allows interested consumers to easily express interest in a loan or deposit account without giving a bunch of personal info or struggling with an outdated online loan app that isn’t even sufficient for a desktop anymore. The result? “We’ve received a record number of online applications within the first 30 days of launching this,” said Faye Crocker, CEO of HopeSouth Credit Union. Not only are they receiving a record number of online loan apps, but those apps are converting into new loans.

You may be thinking you have bigger fish to fry, but if your goal is new loan apps and growth this is an easy way to capture new leads, and even provide added convenience for your existing customers or members.

Published
August 15, 2017
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