Content for Credit Union Mobile Web Sites

In my last post, I talked about the “when” of credit unions getting into mobile banking and mobile web sites. Picking up on that note for a little bit longer, I just came across The Mobile Difference study from the Pew Internet and American Life Project. It found that 61% of Americans think that “stationary media will do” and the remaining in 39% are “motivated by mobility.” For them:

…mobile and wireline access tools have a symbiotic relationship… digital content found on the mobile device may prompt more activity on their broadband-enabled big screen at home. At the same time, the desktop internet experience migrates to “on the go” as the handheld becomes a complementary access point to connect with people and digital content wherever a wireless network reaches.
The Mobile Difference -Pew Internet & American Life Project

I bring this information in because of the interconnectedness it points to between “stationary” and “mobile” web usage. I find it of particular interest and importance when considering what content to include in your mobile web site.

For me, it means that the goal isn’t necessarily to make your entire site mobile-optimized (though you certainly could). Instead, the goal is to create a site that facilitates the hand-off between mobile and stationary usage, and the unique needs of a member accessing your credit union on a mobile device.

Since the interconnectedness presumes an existing relationship, I also think it points to a need to emphasize member service over new member attraction or sales. You don't ignore the latter, but you don't spend all that much time on it either at this point.

So from a content perspective, think in terms of what your members needs might be on the mobile web. They are likely not at home or in the office. They are probably in a hurry and need to know or do something fast. For them, it is about being efficient and effective with their time, and it is your job to help them do that.

In a world of infinite choice, context-not content-is king.
Rob Reid as quoted in The Long Tail by Chris Anderson

In other words, it is more than just making a mobile-version of your existing site. It is about filtering and refining your content to meet a very specific need. To that end, here are some thoughts on content for a credit union mobile web site:

Mobile Web Page	Content/Focus	The Hand-0ff
Home Page	Logo, navigation, link to full site, phone number and email address	Make it easy to contact you
About Us & Membership	Basics of who you are and serve	Phone, email and option to have a link to your membership application emailed
Locations & Hours	Make it quick and easy	If you want to get really slick, provide directions and mapping
Products and Services	More awareness building than full-out sales pitch. Note: This will change as devices and access speeds improve	Email link to full site for later viewing
Rates	Key rates, with an emphasis on those that might be needed on the road, like auto or mortgage loans	Email link to full site for later viewing
Mobile Banking	Quick and time-sensitive transactions	The obvious, synchronicity of transactions and data across all delivery channels
Social Networking Sites	Many have mobile-optimized access (e.g. m.twitter.com)	Complete the circle on all your member touch points

Formatting for mobile sites is also of concern and your goal should be to have your site work with most, if not all, devices. This is a full discussion all by itself with plenty of technologies to help with formatting depending on how fancy you want to get (e.g special features and video for iPhones, but just the basics for others). But generally speaking, the more basic your formatting, the more likely it will work with most devices.

So far, it has been CU Village's approach to use simple formatting for the mobile-optimized sites we've been working on. But I have no doubt, we'll be providing more options as demand and need dictates to help our clients continue to stay ahead of the curve.

Just like I closed the last time, widespread mobile web usage is still somewhat new, but quickly gaining momentum, especially among business-users. You can choose to wait it out until it becomes more mature and prevalent in the financial industry. Or you can get your feet wet now by at least creating a mobile-optimized site. In any either scenario, keep on top of the trends and your members' needs in mind.