Banks should not imitate fintech and non-bank providers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2021, 1:34 PM UTC

Financial institutions must keep site content relevant, detailed, informative.

According to Forrester, 56% of customers use their smartphones to research accounts before zeroing in on an account at an institution. With customer journeys starting on mobile websites, financial institutions need to create content that answers specific questions prospects seek answers to and maximise sales.

When it comes to creating content for mobile sites, banks should effectively explain their products to users without oversimplifying the content. While banks must avoid oversimplifying their content, they must use relevant and appropriate names for accounts instead of complicated jargon.

Banks should enable users to compare the features of different accounts on the site easily. Chatbots and 24/7 chat availability further enhance the shopping process. Similarly, content must feature sufficient details and hyperlinks for users to access more information on a particular topic.

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