“Where’s The App?” - Tips for Presenting Your Mobile Channel on Your Credit Union's Website

 

by Chris Steffes, Remote Services Consultant

If you watched television in the 1980s, you probably remember that famous Wendy’s commercial, where a petite, harmless-looking grandma desperately searches for the meat inside her burger, and to our surprise, shouts out in a shockingly gruff voice, “Where’s the beef?” 

Wendy’s gives us valuable advice when it comes to presenting an image to attract membership. Younger audiences are hungry for their version of “the beef” in your mobile banking product. Millennial members need reassurance that your credit union takes your mobile channel seriously, because that’s their preferred channel for engaging with you. 

According to the U.S. Census Bureau, 57% of Millennials use mobile banking, outpacing all other population segments. The rest of the nation isn’t far behind, as Bank of America’s Trends in Consumer Mobility Report found 48% of all Americans use mobile banking. 

Mobile is a full-service channel for member engagement, and deserves to be marketed as a convenient, robust banking option for members. Since most members and new audiences search for your app on your website first, here are some tips on how to successfully feature your mobile channel within that space:

1. Front Page News. While this may seem obvious, it’s surprising how many credit unions don’t advertise their mobile offering. For some credit union members, finding the link for information about mobile banking can turn into a scavenger hunt, causing frustration and a poor user experience.
   
   Tip: Proudly declare your mobile presence with a banner ad, positioned in the center in the page, and link it to a product page.
   
   
2. It’s a product. It’s a channel. It’s Mobile! Your mobile banking solution is a product for transacting and a channel for member engagement with your credit union, so it requires its own place marker on your website landing page.
   
   Tip: In addition to a clickable banner ad, include a separate link to a mobile banking product page under your product listings.
   
   
3. Product Page Shout Out. The product page showcases your mobile channel – the place where members self-serve, interact with you through messages/chat, and learn about your products and specials. Within the page, provide your members with everything they need to know about your mobile experience, including:

           a.  Product features

           b. Links to Apple and Android downloads

           c. Download instructions

           d. FAQs on how to use various features 

By building an information-rich page that educates members, and providing easy ways to locate it, your mobile channel becomes more than a product you offer – it becomes part of your credit union identity, and defines a new core value to meet your members’ needs, wherever they are.

CU Solutions Group can help your credit union beef up its mobile presence on its website and satisfy the appetite of your mobile members! Contact us today!