How easy-to-use are your product comparison pages?

By Usability Tests

Some credit unions have product comparison pages, which help website visitors learn the difference between a group of similar, yet, functionally different products. When done right, these pages can be a big help in moving users towards making a decision and opening an account or loan. A vital part of designing a comparison page (or really any page) is to…

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Clear call to actions and gradual lead capture can increase leads by 193%

By Conversion Rate Optimization

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…

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This winning product page layout can produce a 9% application completion rate

By Conversion Rate Optimization

Case study with Denver Community Credit Union We ran an experiment  that showed the impact a product page layout can have on overall application completion rates. 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…

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Make your navigation like other websites

By Navigation, Research

✅ 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…

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Provide fewer options in navigation

By Navigation, Research

✅ 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…

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Limit links in your navigation to groups of 7 items or fewer

By Navigation, Research

✅ Do this Follow Miller’s Law when building groups in your navigation (e.g., “Checking, Savings, Certificates, Money Market” under “Accounts”), each group should contain about 7 items or fewer.   Why The Magical Number Seven, Plus or Minus Two is one of the most highly cited papers in psychology. It was published in 1956 in Psychological Review by the cognitive…

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Organize your navigation by topic

By Navigation, Research

✅ 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…

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