A/B test: By showing a premium checking account first, it got 214% more signups

By A/B Test
Control (A) Converted at 3.30% with 37 of 1,120 Variant (B) Converted at 10.37% (+214%) with 107 of 1,032 Objective Alta Vista Credit Union wanted to open more Prestige Checking accounts, which is the credit union’s most valuable checking account. Opportunity At the time, only a minority of visitors to altavistacu.org applied for Prestige accounts. Instead, most users applied for...
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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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Place your “Log In” button top-right

By Navigation, Usability Tests

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…

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A/B test: Prioritizing popular information produced 66% more auto loan applications

By Conversion Rate Optimization

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…

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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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Miller’s Law says to limit lists to 7 items or fewer

By Navigation, Research

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.  …

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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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