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Expand Your Digital Reach: Go Responsive

Financial institutions looking to drive traffic to their website or landing page should consider this:

With the rising use of mobile devices, there’s a solid chance the user will be viewing your online content from a mobile phone or tablet rather than from a desktop. Through a responsive framework, the layout and content on each page will adjust to accommodate the device’s resolution, as well as the site’s behavior and functionality. This mobile-first approach enables banks and credit unions to offer a seamless user experience, regardless of the type of device used to access the site.

The changing times are forcing us designers to change our way of thinking. In the planning phases of new and redesigned websites, it’s important to consider if a mobile-first strategy would be beneficial to your institution as well as prospective and current customer and members. It certainly was for ING Bank Turkey.

In a recent case study, Think with Google gave a detailed rundown of the ING Bank subsidiary’s mobile-first design approach. The digital strategy, which consisted of a responsive website redesign and AdWords campaign, yielded some impressive results.

Among the list of goals, the institution sought to capitalize on the potential of mobile web banking, while generating new leads and minimizing the cost per acquisition. To reach these goals, it was crucial to build a long-term mobile strategy that would reach a larger, more diverse group of users. According to Feyza Tamer, the bank’s Senior Vice President for Digital Marketing and Bancassurance, the rapid shift in customer behavior drove digital strategy. “We started designing our banking processes primarily for mobile, and adapted to desktop and other devices. Our customers can easily access our products and quickly apply them to their mobile devices.”

In carrying out this newly tailored strategy, the deliverables consisted of a responsive web design, optimization of mobile landing pages and loan application process and an optimized AdWords campaign that would drive mobile users to the appropriate content.

This strategy is helping drive the institution’s recent growth:

  • 30% of all online applications now come via mobile—and 60% of these come through AdWords mobile ads.
  • 400% increase in consumer loan sales through AdWords mobile.
  • Cost per acquisition is down 57%.

This is example is just one of many, as increasingly more financial institutions, large and small, are adopting this way of thinking: creating a “one size fits all” experience that accommodates all users, regardless of the platform they use to access a website.

The bottom line? An awkward, hard-to-use interface can push a prospect toward your competition; even the most beautifully designed site can’t compensate for a lousy user experience.


Studio Director