As visitors experience more and more personalization across the internet, they are beginning to expect more from all the sites they interact with. According to a report from Infosys, 74% of customers feel frustrated when website content is not personalized to them. So when signing up for a credit card or completing an application for a home loan, today’s consumers expect financial institutions to deliver experiences that are in line with what they’ve grown accustomed to from other websites.
But it’s not just about making customers happy. Gartner found that by 2020, smart personalization engines with the ability to recognize customer intent will deliver an increase in profits of up to 15%. So what does that mean for a financial services or insurance site? It means that sites that recognize what each visitor is trying to do and make it easier to complete those desired actions will be better positioned for success in the future.
If you’ve never incorporated visitor intent into your site experience, it can be overwhelming to figure out where to begin. Here are are a few ideas to get you started.
1. Personalize the Homepage with Helpful Content
Most of your visitors won’t be ready to sign up when they first land on your site. They will likely explore multiple pages, possibly coming back to your site a few times over the course of their research.
So when a visitor on your site shows that he is clearly researching a specific product, such as a mortgage, you should make it easy for him to find additional information about mortgages. It’s a great opportunity to show that you understand his goals.
When such a visitor first lands on your site, for example, he may see a generic version of your homepage — similar to the one below.
But when he begins researching mortgages, you could display a message promoting your low mortgage rates when he returns to your homepage (or any other page you chose) — whether that homepage visit happens the same day or weeks later.
The content in the black boxes above indicate the sections that have been personalized in this example. By displaying these messages to this specific visitor in real time, you are helping him continue his research by personalizing the experience based on his particular intent.
2. Recommend Financial Products the Visitor is Interested In
If your prospects are comparing products (both on your website and across the internet), you want to make it easier for them to return to products they liked. Time spent is the best metric to give you that information. If a visitor views two products, spending several minutes reviewing the details of one but immediately clicking away from the other, she is clearly most interested in the first one.
For example, let’s say that a prospective cardholder spends some time on your site comparing the benefits of several different credit cards. You can make it easy for her to find the cards she was most interested in with a “recently viewed” section of your website — whether she returns to the homepage right away or several days, weeks, or months later.
Prioritizing the cards in this section based on the visitor’s real-time intent makes the experience much more relevant to the individual. It also ensures that the products she is most interested in appear first, making it easier for her to return to them and complete an application.
3. Cross-Sell Customers in a Relevant Way
Cross-selling products to existing customers is a great way to drive revenue while building deeper relationships. But your customers often have clear goals in mind while they interact with you. They want to transfer money, deposit checks, check balances, etc. You want to avoid disrupting them with promotional information while they are trying to accomplish these tasks.
That said, you can leverage real-time intent to provide them with relevant information that they won’t perceive as a disruption. For example, if a customer with an auto insurance policy begins researching boat insurance, you can personalize different aspects of the experience to leverage that information. Highlight the benefits of adding boat insurance to his existing policy to encourage him to choose your bank over a competitor.
He could see something like the hero image below on your homepage.
Real-Time Intent for Financial Services
Last year, two out of six of the top New Year’s resolutions were finance-related. So as we transition into a new year, it’s a good time to think about how to improve the customer experience on your website to catch the eye of potential and existing customers.
Leveraging the intent of your visitors ensures that they receive a relevant experience that can lead to improved acquisition, retention, and upsells/cross-sells for you.
For more detail on how to deliver one-to-one experiences, download our book, One-to-One Personalization in the Age of Machine Learning, for free today.