The amount of users migrating online to take care of their financial affairs has dramatically increased over the last 10 years. With technology and smartphones evolving so quickly, users are constantly looking for the quickest and easiest ways to perform everyday tasks from the comfort of their own homes, or even on the go.This has meant that UX is now more important than ever, on both desktop and mobile sites. More customers are using their mobile phones for quick and convenient banking, or their laptops for searching for and purchasing insurance, loans and credit cards. Good UX now plays a huge part in boosting conversion rates and a poorly optimised UX could be driving vital business away from your website. So how can you improve the conversion rate of your financial service site and keep customers from looking to your competitors?
If you are already seeing a decline in your conversions, conducting user research can help you identify the bottlenecks in your sales funnel.
There’s plenty of ways to collect UX data, from interviewing to surveying your customers directly. This will help you find out what areas of the site they found difficult or confusing. There are also numerous pieces of software you can use, such as www.makeyoursiteconvert.com, which identifies website conversion issues. This type of software helps show exactly why your site might not be performing as well as it could.
Practicality and Mobile
When thinking about the UX of your site, keeping practicality and mobile users in mind are the most important factors.
Users want to use your site when and where they need to, whether that’s at home, on public transport or at work. This means your site needs to be easy to use and work flawlessly on many devices.
Mobile users make up a huge percentage of site visitors and these customers want to conduct their business quickly and efficiently. Make sure your site design allows users to quickly and easily find what they’re looking for and make all CTAs clear and easy to follow.
Stick with a formula
Every year there will be new UX trends that will be rolled out across countless different desktop and mobile sites, like the surge in burger menus for example, something that was easy to integrate across both desktop and mobile.
By conducting competitor research and seeing what UX trends other businesses in your niche are following, you’ll be able to incorporate the same functions into your own site. This ensures continuity, something that can aid customers when visiting your site, as they will already be familiar with a similar interface.
How UX can aid conversions
Stripping back your user experience and simplifying processes can have a huge impact on your conversion rates. Particularly in the financial sector, where everyday customers may already be a little confused or unsure, providing vital information and CTAs clearly will prevent users giving up and heading to your competitors.
How can USIO help?
USIO specialise in streamlining your UX and UI, helping you create a site that is user and conversion friendly. Let us help you pinpoint what areas of your site could be improved to better user experience and ultimately increase conversions. Why not give us a call on 020 7112 8884 or get in touch using our booking form to find out how we can help you?