Delivering a customized, holistic user experience
As problem solvers, NASB is committed to helping customers find the right financial solutions. With a custom solutions finder, the bank is able to provide suggestions for products, services and resources based on specific goals, life stage, lifestyle and more. Mirroring the consultative nature of in-branch visits, this helps NASB create rewarding relationships by delivering the guidance and genuine service. Further establishing credibility and empowering visitors to make the right decisions, contextual resources, financial education, comparison charts and real success stories are incorporated into the website. A personalization plan was also implemented to deliver a more customized user experience that surfaces relevant content – from product promotions to blog articles.
Focusing on lead generation, nurturing and customer service
An on-site search engine optimization strategy was created to increase rankings on search engines for relevant keywords and phrases, and drive more qualified website visits. With prominent calls to action, gated content and custom forms, the website is designed to convert visitors into leads. By collecting contact information, NASB is able to nurture leads and encourage new account openings and loan applications. Supporting consumer needs and catering to individual preferences, it was important for NASB to offer multiple ways for visitors to take action on the new website. A custom designed secondary call to action button on each page reveals several options for users if they want to learn more.
Tracking user behavior and optimizing for conversions
To understand how users are interacting the website, NASB had ZAG’s strategy team develop a custom analytics tracking plan, combined with robust features from the Sitefinity Digital Experience Cloud (DEC), including touchpoints, conversion tracking and lead scoring. This enables the bank to track the consumer journey and identify what content is contributing to conversions, so that they can use that insight to optimize the website experience. It also enabled them to customize the website experience for qualified leads to drive conversions.
Enhancing features and developing custom functionality
With many out-of-the-box features and customization capabilities, NASB chose the Sitefinity CMS for the development of a website experience that was truly unique, powerful and easy-to-use. Integrating seamlessly with many third parties, the new NASB website is able to offer a streamlined experience for customers, from the website through online account and loan applications.
The result is a website that guides visitors to the right financial solutions, generates leads, nurtures relationships and converts them to customers.