Speak consumers’ language
When consumers at a testing session she witnessed delivered unfavorable reviews of Louisiana Federal Credit Union’s award-winning website, Chief Administrative Officer Mia Perez was “devastated.”
“We thought we were doing a really good job,” Perez, vice chair of the CUNA Marketing & Business Development Council, tells the CUNA News Podcast. “But it was a revelation when we were able to see that all this work and time and money we had invested in this channel was falling by the wayside because it wasn’t digestible. We were not speaking to the average consumer.”
Almost instantly, Louisiana Federal switched course from having zero intentions of modifying its website to committing to a full-scale overhaul within nine months.
Confusing industry jargon and acronyms were scrapped in favor of clear, simple terms exemplified by a navigation bar offering options such as bank, borrow, and invest, and aspirational pathways such as “I’d like to buy a car or lower my payment.”
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