Laurie McLachlan, the SVP of Marketing at Andera, reviews 10 easy things financial institutions can do to increase conversion and turn website visitors into customer or member applications. To hear audio visit: http://www.andera.com/resources/videos.aspx?altTemplate=ResourceDetail&nId=/videos/best-practices/10-website-mistakes-to-avoid-to-drive-more-online-applicants.aspx

1. 10 Website Mistakes to Avoid to
Drive More Online Applicants
1

2. 10 Website Mistakes to Avoid to
Drive More Online Applicants
September 6, 2012
Featuring Laurie McLachlan, VP Marketing

3. Hello
We’re glad you’re here! We’ll
start soon. A video of this
presentation will be sent to you
next week.
Email questions to:
info@andera.com
While you’re waiting, register
for our next webinar:
“How to Deal with Thin Credit
Files Online”
Wed September 19, 2012
2:00 PM - 3:00 PM EDT
http://bit.ly/thincreditfiles
3

4. 4
Who We Are
• Financial software company 550
• 550+ customer institutions 508
520
• Over 90 employees 443
• Based in Providence, RI; offices also 358
379
in San Francisco and New York
Customers
260
232
193
143
111
82
58
37
23
2 10
2004 2005 2006 2007 2008 2009 2010 2011 2012

5. 5
What We Do
We simplify deposit account and loan origination online, in
branches, out in the field, and over the phone.
550+
Clients
40+
Integrations

6. 6
Today’s Focus
Design
Convert Advertise
Sell

7. 7
The Goal
o Maximize the % of qualified visitors
who click to apply online.
Website Online Application

8. 8
Online Account Opening Funnel

9. 9
Our Approach
1. Focus on overcoming barriers.
2. Keep it simple.
3. Avoid more subjective areas.

10. 10
10 Point Scoring System
Yes, met criteria: 1 point
No, did not meet criteria: 0 points

11. 11
Sample Report Card

12. Sell the Benefits
ABC
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13. Be Clear About Key Features
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14. 14
Make it Available
o Online banking
o Home page
o Product pages

15. Make it Obvious

16. Provide a Smooth Transition
o Working links
o No speed bump AnyBank
warning Anyban
k
Anyban Anyban
k k
Anyban
k
Anyban
k

17. Speed Bumps Not Required
FDIC provides this guidance:
"Financial institutions should use clear and conspicuous
webpage disclosures to explain their limited role and
responsibility with respect to products and services offered
through linked third-party websites.“
However…
"This guidance …does not apply to operational links from a
financial institution's website to a third party service provider
that is providing services on behalf of the financial
institution, e.g., a link to the institution's Internet banking
service provider."

18. Reassure Them
Use branded urls

19. Keep Them Focused

20. Questions and Wrap Up
Register for our next webinar:
“Dealing With Thin Credit Files”
Wed, Sep 19, 2012 2:00 PM - 3:00 PM EDT
http://bit.ly/thincreditfiles
Additional questions:
info@andera.com