3 reasons why your credit union website’s scrolling homepage banners are an awful waste of space

first_img 10SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,James Robert Lay JAMES ROBERT LAY is one of the world’s leading digital marketing authors, speakers, and advisors for financial brands. As the founder and CEO of the Digital Growth Institute, he … Web: https://www.digitalgrowth.com Details It happened again.It happens almost every time when we develop websites for banks and credit unions.Maybe you can relate.A financial institution we are currently working with to develop their website requested a scrolling homepage banner in a prototype meeting.“No, that’s not a good idea,” I said. “In the words of Ted Arroway from the movie Contact, ‘Seems like an awful waste of space.’”“Why?” they asked. “Everyone else’s website uses a scrolling homepage banner.”“This is a symptom of R&D, also known as rip off and duplicate. If everyone jumped off a building, would you?”I paused briefly, waiting for the client to respond as they sat confused trying to interpret my analogy and blunt objection to their request.“It’s ok,” I said. “We know how you feel. At one point, we were jumping off buildings too as we used to use scrolling homepage banners before. Even on our own websites. But then through our ongoing research and exhaustive study of digital marketing best practices, we got smart, and stopped jumping off of buildings.”There was another pause.I continued, “And we want to help you do the same.”As the meeting progressed, I played the role of a guide, patiently helping our client back away from this metaphorical ledge as I explained to them why scrolling homepage banners are an awful waste of space.1. No One Is Clicking On Your Homepage Banners To begin, it is important to understand the difference between broadcast marketing tactics and a digital marketing strategy.This is because we find scrolling homepage banners are just another example of a broadcast marketing method that has infiltrated the digital marketing realm.Let’s compare the scrolling homepage banners with an outdoor billboard.The outdoor billboard is used to generate brand awareness, while the objective of a scrolling homepage banner is to generate clicks. Both the billboard and scrolling homepage banner, as currently used by many credit unions, sends one message to many people.And because we can measure clicks, it is possible to measure the effectiveness of scrolling homepage banners.Before developing a website, we use the Digital Marketing Blueprint to assess a bank or credit union’s digital marketing channels. This includes user testing, heatmaps and live screen recordings showing user engagement and clicks on their current website.In the case of this client, we had already completed our assessment on their current website. During our website prototype meeting, we showed the client heatmaps of their homepage, which helped to visualize where website visitors clicked.The client was surprised to find website visitors were not clicking or engaging with their scrolling homepage banner. This was further validated by watching screen recordings and listening to website visitor feedback as they interacted with the website to perform a set of tasks.Finally, we shared with them the findings of a web usability study performed by Notre Dame University. It was found that just 1% of users interacted with any of the universities sliding homepage banners. And of that 1%, approximately 84-89% interacted with the first slide.That means the first promo image in your sliding homepage banner is likely to have just a 0.84% click-through rate. And the click-through rates of the remaining promo images are likely to be evenly distributed with the remaining 0.16%.So if your website’s scrolling homepage banners has five promo image slides, the average click through rate for slides 2, 3, 4 and 5 will be a pathetic 0.04%.2. Your Scrolling Homepage Banners are Costing You at Least $6,000 a YearIn addition to how ineffective scrolling homepage banners are, it is also important to address how they are costing you money.Let’s assume you have five promo images in your scrolling home page banner. And you update each one every month to keep things fresh with the most recent marketing promotions and offers.Furthermore, let’s assume the cost to create each promo image is $100. This includes the cost of design and stock images, regardless of if this is done internally or through a third-party.So over the course of a month, you spend around $500 on five scrolling homepage banners. And over the course of a year, the total comes to $6,000 on something that is rarely clicked.I believe everything we do in marketing should provide a return on the dollars spent. Because this is how we help executives start to view marketing as an investment, rather than an expense.Think about the opportunity costs sacrificed on the banners. I’m sure you can find more effective ways to spend your marketing budget.3. Not Everyone Who Visits Your Website Needs [Promotion of the Month] I strongly believe a vast majority of banks and credit unions do a poor job of positioning themselves in a digital economy. Almost everyone is telling the same story as they all promote their “great rates” and “amazing service.”And this commoditization is evident, even in the scrolling homepage banners. While writing this article, I did a quick survey of local credit union websites. And my findings prove our belief that banks and credit unions need a new approach to telling digital stories that sell.For a moment, consider who these ads are for.The quick response would be for anyone who needs an auto loan. But think for a moment. What about members who already have an auto loan with your credit union? Why are are they being served an ad for a product they already have.The more we serve ads to members who do not need the products that are being promoted, the more we train them to ignore our marketing messages in the future.Instead of promoting redundant ads for products members already have and don’t need, consider recommending products that would be a good fit for them. The Digital Banking Disruption Study from Accenture found that 51% of consumers want their bank to proactively recommend products and services to them while 55% said this guidance would increase their loyalty.How is this possible?Banks and credit unions can serve contextual and personalized 1:1 ads using digital and transactional behavior in addition to implementing logic that can recommend the next best product for a member.A study from Marketo found the use of firmographic and behavior data to deliver customized web and mobile experiences resulted in a 30% increase of conversion rates in addition to a 270% increase in content consumption.These positive results far surpass the 1% click-through rate your current scrolling homepage banners provide.It’s Time To Kill The Scrolling Homepage Banner on Your WebsiteAs the website prototype meeting with my client ended, they thanked me for our insight and made the decision to not include a scrolling homepage banner on their new website.Instead, they opted to go with a homepage banner that would deliver personalized 1:1 ads based upon a website visitor’s previous digital behavior. For example, when someone visited the mortgage section of their website, the next time they came back to the homepage, they would see a mortgage ad.By killing your scrolling homepage banner, and replacing it with a single contextual and personalized 1:1 ad, you can continue your journey to build a website that sells.last_img read more

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T&T elude five-time champions US for U20 championship

first_imgPORT OF SPAIN, Trinidad, (CMC) – Hosts Trinidad and Tobago avoided giants United States and Mexico, when they were drawn in Group A for next year’s CONCACAF Women’s Under-20 Championship.In the draw staged here Tuesday at the Hyatt Regency, T&T found themselves pitted with the likes of Costa Rica, Canada and a yet-to-be determined Caribbean qualifier.Group B features the US and Mexico along with Nicaragua, with another Caribbean qualifier set to join the trio.The championship, which runs from January 18-28, will feature 16 matches with all scheduled for the Ato Boldon Stadium in central Trinidad.It will also serve as a qualifier for next year’s FIFA U-20 Women’s World Cup in France, with the top three teams earning direct qualification.United States are four-time defending champions, having won the tournament the last time it was played two years ago in Honduras. Overall, the US have won the title five times.The remaining two teams for the Under-20 Championship will be determined when St. Kitts and Nevis, Jamaica, Haiti and the Dominican Republic contest a Caribbean Women’s Under-20 Qualifier from November 22-26 at Warner Park in St Kitts.Tuesday’s draw was attended by FIFA and CONCACAF council member, Sonia Bien-Aime along with Trinidad and Tobago FA president, David John-Williams.last_img read more

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Beach volleyball continues to serve streak of success

first_imgThe USC beach volleyball team is no stranger to winning.After going 34-2 overall and finishing last season on a 30-match winning streak to capture the sport’s first-ever NCAA championship title, the Trojans’ golden success on the sand has transferred over seamlessly into their 2017 campaign.The top-ranked Trojans currently own an unblemished 25-0 record this season and have since extended their program-record win streak to a remarkable 55 consecutive matches, with wins in 87 of their last 89 duals. In fact, USC hasn’t lost a match in nearly 400 days, dating all the way back to March 11, 2016.With a streak of that magnitude, you might expect there to be some added pressure to remain “perfect.”For the Trojans and head coach Anna Collier, however, the focus is not on the streak, but rather on playing good, high-quality beach volleyball every time they step out on the court — a style of play that Collier simply brands as “USC volleyball.”“We try not to focus on those winning streaks because we’ve obviously been down that road before,” Collier said. “Last season was last season, and after winning back-to-back national championships, the target is definitely on our backs. But what we’re just trying to do is play the best volleyball we can, and if we can do that, then the byproduct will be that three-peat.”And this year’s new-look Trojans are certainly poised to make another big run in the postseason. In addition to Collier, who is the first and only collegiate beach volleyball coach to reach 100 career victories with a 133-17 overall record (.886), USC has relied on a roster filled with experienced upperclassmen to lead the way.Perhaps the most impressive feat this year, however, has been the fact that the Trojans have maintained that success even with shuffled pairs and multiple injuries.The current lineup is comprised of five seniors, three juniors, a sophomore and a freshman. All but one of those five pairs had played together before the start the season, though, as the No. 2, 3, 4 and 5 pairs were all newly formed this year. And yet, with about half of the regular season completed, all four of those new pairs have already reached double-digit wins despite battling multiple injuries on each court. The one constant for USC has been at the top court, where seniors Kelly Claes and Sara Hughes have steamrolled over their competition. The All-Americans and the winningest pair in NCAA history have played together since the beginning of the 2015 season and have since compiled a 122-4 all-time record (.968). They also had a nice streak of their own, winning an incredible 103-consecutive matches dating back to April 2, 2015. It’s this type of consistency and big-time play from top to bottom that has helped position the Trojans well for a chance to win their third consecutive national title this spring. Claes acknowledged that the depth of her team and their willingness to compete and win has been a big factor to USC’s success this season.“We all knew coming into the year that every single team would be gunning for us,” Claes said. “But that was something we all really embraced. Every team we face is going to be playing their best against us no matter what, and we’re up to that challenge and ready to prove why we’re the best team in the nation.”In retrospect, the last four years of the collegiate beach volleyball scene have been dominated by USC and its senior class. Claes, Hughes, Sophie Bukovec, Nicolette Martin and Allie Wheeler — all starters since the day they arrived on campus — own a combined record of 110-5 overall for an impressive .957 career winning percentage. With about a month left in the season, though, Hughes and the rest of the Trojans are eager and ready to defend their title in the upcoming tournament.“Staying on top is definitely the mantra this year,” Hughes said. “There were so many amazing firsts last season, like winning Pac-12s and NCAAs, and the streak has been pretty cool too. But while we’re really proud of what we accomplished, this season we have to work even harder to win them again. The ultimate goal has always been to win a national championship at the end of the season. We know it’s not going to be easy, but we’re ready to fight and we want to go out with a bang.”last_img read more

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Bajric: We are all happy to have the Opportunity to return to normal Work

first_imgTwo training sessions are behind the cadet national team players who gathered in Zenica yesterday.The assistant coach in the technical staff of our U-17 team, Srđan Marjanović, emphasizes his satisfaction that the cadets are together again after March:“The most important thing is that we have finally started working and that we have the opportunity to see the condition of the players from domestic clubs, and to select them in the best way. When we join them the national team players from abroad, I believe that we will have a quality team. We will use this time to do as many training sessions as possible, to test the players and continue to build a positive atmosphere in the team.”Marjanović points out that the players are ready to prepare in the best way:“Players come from good clubs, where they work well, and they come to these preparations in some optimal shape, regardless of the break they had. Of course, by the end of the preparations, we will have a clearer picture of all the invited players.”National team player Jahija Bajrić is also looking forward to the gathering:“After everything that has happened lately, not only in our country but also in the world, we are all happy to have the opportunity to return to normal work again. It is nice to be on the green field again and in the preparations with friends from the national team. There was always a good atmosphere between us, so we are happy to be together again. These preparations will mean a lot to us, because national team’s gatherings always somehow additionally motivate and give some new energy.”Defender Marko Radić says that the players will be maximally ready for the official matches:“I came to these preparations in good shape and I am glad that we are all together again. It can be seen that we all tried during the break to leave as little trace as possible on our physical fitness. Of course, some changes will be felt, but it is certain that we will be the most prepared when it comes to competitive matches. That’s why gatherings like this come in handy.”last_img read more

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