Over two-thirds of consumers manage their bank accounts using mobile apps and browsers, and nearly half use smartphones as their primary mode of banking, according to research outlined at NetFinance 2015. It’s no wonder that optimizing content and experiences across mobile devices is a key concern for financial services marketers.
“If we look at different segments of our customer base, for example the payment account customers, 98% of them are interactive via web or mobile,” said Paolo Giambertone, Head of Digital Channels at ING Direct, noted during his presentation at NetFinance 2015 (the video of which is hosted here). “It is crucially important for us to understand the specific customer segments and being able to analyze very detailed clusters in terms of digital behavior.”
Mercantile Bank is also experiencing an upsurge in mobile interaction. John Schulte, Chief Information Officer at Mercantile Bank noted during his presentation at NetFinance 2015 (see the video and transcript here), “We have a large number of mobile users and we wanted to make all of our web content readable on a mobile device without having to work to maintain multiple sites. So we’re relaunching our website in June with a responsive design.”
Responsive web design means building a web page whose layout changes based on the size and capabilities of the device. Responsive design allows users to quickly and easily see what’s on their smartphone screen when they monitor their account balances, make money transfers, or deposit checks.
But how can you be certain that a responsive layout works on multiple devices? Testing and optimizing responsive pages is critically important, noted another NetFinance conference speaker, Jamie Armistead of Bank of the West. “The importance of carrying out user testing on multiple devices cannot be understated…if you move something and it doesn’t feel as elegant, it doesn’t feel simple…then it doesn’t feel like a good experience,” he said.
Mobile optimization using A/B and multivariate testing is one of the most effective and immediate methods of increasing visitor engagement. With an additional two billion people storing money and making payments with their phones by 2030, it’s essential for financial services marketers to review their mobile strategies. For more information, read our datasheet: Mobile Web Testing and Targeting.