As a marketing tool, one of the main purposes of your bank or credit union website is to increase sales. With effective website design, every visit to your website should result in some sort of transaction — whether it be opening an account, applying for a loan, requesting information, or even subscribing to a newsletter.

Tweaking your bank website design can increase your conversion rate. However, changing your design too frequently not only takes a lot of effort, but you may alienate your customers if you don’t allow time for brand familiarity and identity to develop. A landing page is one way to add fresh content and boost sales. Let’s take a look at what a landing page is and how you can maximize its effectiveness to drive conversions.


What is a landing page?

A landing page is often used in conjunction with a marketing campaign. Its ultimate goal is to convert a visit into a sale or transaction. At the same time, a landing page allows you to gather information about the user for future lead generation. While a landing page could be the home page of your bank website, setting it up as a standalone page allows you to tailor the message to a specific offer and track data about the visit for market research purposes.

Often, clicking a link in an email, social media post, or an ad takes the customer to a landing page. Using optimized keywords related to the promotion can also lead the user to the page through organic, high-ranking search results.

In a sales funnel, a landing page bridges interest and action. By providing minimal, yet important, details about your offer, a landing page encourages your customer to complete the transaction. If the visit doesn’t result in a conversion, it can provide data that can help you plan for future marketing efforts.


Elements of an Effective Landing Page

Businesses commonly have more than one landing page during a certain period, each with a specific goal. Although the purpose of a landing page is not one size fits all, successful landing pages contain common elements.

First, the page needs a concise headline that describes how your offer is the solution to your customer’s problem. If necessary, add a short description that explains what your customer will gain in exchange for their buy-in or providing their personal information. Include keywords in both the headline and description if possible.

Along with the written content, the landing page should be visually interesting to attract the customer’s attention, such as using a photo or pops of color. An image has the power to communicate the message than the words. Colors should be consistent with and complement your logo and the rest of your website for branding purposes.

Conversion is your goal, so your call to action should be apparent, both visually and verbally. Tell the user explicitly how you want them to act and provide them with a button or a hyperlink. Along with a call to action, include a form. The form doesn’t need to be lengthy and detailed. As long as you’re able to capture the customer’s name and email address or phone number, you can reach out to them with future offers that might interest them. Just be sure that you make clear how their information will or will not be used

To avoid confusion and clutter, remove unnecessary links. Instead, place those links on the thank you page after the conversion is achieved. This can also include a way for the customer to share the offer on social media.


Final Words

Websites for financial institutions have a median conversion rate of 5.01%. You can increase conversions even more by effectively using landing pages. Lead generation on credit and lending websites averages 5.6%. With our BankSITE® Builder content management system, you can easily create landing pages to generate sales and leads.

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