Purdue Federal Credit Union

A custom website that helps members along their financial journey

The challenge

The previous instance of the Purdue Federal Credit Union website did not offer an optimal user experience and did not represent the brand as it had evolved. It was cumbersome for specific audiences to find the correct information and in addition, Purdue Federal CU wanted to increase search visibility and attract qualified consumers to the site – all while supporting the consumer journey with relevant resources and education. This required a more robust CMS with enhanced customization and site management capabilities that would allow for improved scheduling, asset organization, page editing, dynamic content to minimize manual updates and more.

3.47%
increase in pageviews per session

The solutions

 

Focus on usability
The new site structure streamlines and organized content by audience, creating a clear path for Purdue Federal’s personal, student and business consumers. Prioritizing financial education and tools, resources are brought into the main menu and reinforced by contextual placements throughout the site. Full width menus provide enhanced usability, keeping visitors focused and making it easier to find what their looking for with fewer clicks. The new responsive website design offers a positive experiences across different screen sizes and devices, while better reflecting the brand.

Branding by design
Using strategic imagery that members can relate to, the website appeals to diverse psychographic and demographic audiences, as well as students, alumni, faculty/staff, employees and affiliates. Lifestyle photography illustrates authentic scenarios that reflect the product or service payoff, increasing interest and relevance to audience. Additionally, testimonials managed centrally in a custom widget serve to build trust and bolster Purdue Federal’s tagline, “Your Trusted Financial Partner for Life.” The cohesive visual presence and positioning works to showcase the credit union’s community focus and forward-thinking approach.

Attracting audiences
The on-site SEO strategy, supported by fresh new website content, is based on local research and best practices to increase rankings in search results for related financial phrases. This helps consumers find the site and understand the unique value of Purdue Federal’s solutions.

A new custom-built blog provides for fresh, keyword-rich and educational content to boost search visibility and engage consumers seeking answers to financial questions, giving Purdue Federal an opportunity to position its products and services and its brand as a trusted resource. In addition, the entire site is designed and built against current ADA conformance standards – providing equal accessibility for all users, including those with disabilities.
 
Technology upgrade
ZAG built the site in the Kentico Xperience CMS – highly customizing it to deliver a more technically advanced experience, while making it easy to update. Flexible page layouts, including a conversion-focused landing page, make it easy for administrators to create unique experiences while maintaining visual consistency. Rates and FAQs databases provide a single, centralized location to make streamlined content changes across the entire site. The site also seamlessly integrates with third-party tools, from online applications to chat and calculators.

Future planning
The new website is designed to support Purdue Federal’s current needs, as well as support future plans. This includes implementation of the established persona strategy as part of a personalized content experience, artificial intelligence, a solutions finder and additional financial wellness resources.

Before & After

Use the slider below to see the before and after design.
Before After
ZAG helped us bring our vision to life. We laid the foundation for continued enhancements and look forward to our ongoing partnership.
Carrie North, AVP of Marketing