1. Experian: Making security details simpler with straight-forward forms
Selecting the right letters from the answer to your security question or memorable word can be a laborious process.
But global information services company Experian employs a novel approach. When asking for the last letter in your password, that’s exactly what it says – the ‘last letter’ – which is much simpler than asking for letter 10 in a 10-letter word, for example.
Finance companies often have to ask a lot of questions. So, wherever possible, make it easier for your customers to enter their personal information. Experian has only saved the user 1 or 2 seconds here, but cumulatively every bit counts in a lengthy and time-consuming form.
It takes a bit of technical trickery, as the copy will be dynamically generated depending on the length of the user’s memorable word. But if you can do it, it’s a good piece of micro-content to make your own.
2. Tesco Bank: Navigating away from standard labelling
Banks most commonly arrange their websites by product: cards, insurance and savings – for example. Tesco takes a different approach and uses verbs as its labels, effectively asking the user what it is they want to do, rather than what they want to get at the end of it.
Save, borrow, bank and insure are certainly more intuitive terms than their associated products.
Navigation bars are not set in stone, and just because everyone else does it a certain way, it doesn’t mean you have to as well.
Think about rewording labels to best describe all the constituent parts of the section they link to, using terms that are the most likely to resonate with your customers.
3. Nationwide: Giving consumers a choice
Nationwide’s mortgage calculator’s welcome screen is a great example of how to get people to use your service.
It offers honest and clear options for a quick application or a more detailed one, explaining in 3 bullet points what you’ll need, how long it will take and what kind of outcome you’ll get.
Offering 2 options – an easy one and a slightly less easy one – is a great way to nudge people through your site and encourage them to return to it at a later date.
Letting people know what they’re getting upfront, and doing it as clearly as possible, means they’re more likely to engage. If you don’t prepare them, they’ll get halfway through the application, find out they need a certain type of document, and have to start again. Nobody wants that…
See more examples of interesting finance content in our ebook.