Case study with Centricity Credit Union We ran an experiment with Centricity Credit Union that showed the impact a clear CTA (call to action) and multistep lead capture experience can have on overall lead capture rates. The goal Centricity wanted to open more youth savings accounts. Before a user begins the full application, Centricity also wanted to collect information about…
Usability studies with four credit unions We ran usability studies with four different credit union website designs to see how easily people can access online banking when a login button is placed in the top-right of a website’s navigation. The goal The credit unions that participated in this study wanted to know if placing the login button in the top-right…
Case study with Denver Community Credit Union This experiment shows that you can get more applications by emphasizing the information your users care about most. The goal Denver Community Credit Union wanted to increase the number of auto loan applications they get. The hypothesis We looked at the auto loan funnel and found that the best opportunity was to improve…
Case study with Alta Vista Credit Union We ran an experiment with Alta Vista Credit Union that showed the impact a required calculator can have on overall application completion rates. The goal Alta Vista wanted to collect more auto loan applications. The hypothesis First, we looked at how many visits to the auto loan page Alta Vista was getting, and…
✅ Do this Follow Jakob’s Law by making your navigation look and function like other websites users are familiar with. Don’t reinvent the wheel. Why Users spend most of their time on other sites.* Therefore, users prefer your website to work the same as others. Jakob Nielsen, Ph.D. and principal of the Nielsen Norman Group, coined the term Jakob’s…
✅ Do this Follow Hick’s Law and help users make faster decisions by providing less uncategorized options in navigation. As options increase, categorizing options using Miller’s Law. Why Fewer options lead to faster decisions. As options increase, categorizing decreases decision time. Hick’s Law explains how the number of possible choices impacts the time it takes for a person to…
Miller’s Law The number of objects an average human can hold in working memory is 7 ± 2. ✅ Do this Follow Miller’s Law when showing lists, such as when you’re listing features on page or building groups in your navigation (e.g., “Checking, Savings, Certificates, Money Market” under “Accounts”). Each list should contain about 7 items or fewer. …
✅ Do this Organize your navigation by topic (e.g., checking, saving, loans, etc) rather than by content format (e.g., videos, podcasts, articles, etc). Why Initially, “users interested in a specific topic usually don’t care in what format the information will be delivered to them” (Avoid Format-Based Primary Navigation). Test See Cases from Epicurious, The Home Depot and Google…
✅ Do this Order items in a navigation list by importance based on Serial Position Effect: (1) 1st place by importance (3) 3rd place by importance (5) 5th place by importance (7) 7th place by importance (9) 9th place by importance (8) 8th place by importance (6) 6th place by importance (4) 4th place by importance (2) 2nd place by…
✅ Do this Use generic names for products and services rather than fancy, made-up ones. For example, call a free checking account “Free Checking” as opposed to a made-up or ambiguous name such as “Silver Checking”, “Prime Checking” or “Community Checking”. Why For instance, no one shows up on a credit union website looking for a “Gold Checking” account,…