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    The Best Bank Website Designs and a Guide to Boost Conversion

    By Nicole Harvey

    People place an enormous amount of trust in banks, given that banks are responsible for handling their finances. As a result, in today’s high-paced tech-driven world, it is important for banks, credit unions, and other financial institutions to have user-friendly websites that focus on reliability.

     

    If you look at the best bank website designs of 2021, you will notice that they all fare well when it comes to maintaining brand consistency across design elements, having prominent calls-to-action (CTAs),  providing easy-to-follow steps, focusing on target audiences, and providing high levels of online security.  Now, the design and functioning of a bank’s website are just as important as what you get to see and experience when visiting any of its physical locations.

     

    The Best Bank Website Awards

    The Web Marketing Association, through its annual WebAward Competition that has been in place since 1997, offers a Best Bank Website Award. Factors it takes into account to arrive at a winner include:

    • Web design
    • Its innovativeness
    • The technology it uses
    • Its user-friendliness/ease-of-use
    • Its interactive capabilities
    • It’s content
    • Copywriting

     

    Winners from the last 10 years are:

    2020. Think Bank
    2019. Berkshire Bank
    2018. Krungthai Bank
    2017. DADAT Direct Bank
    2016. Western Alliance Bancorporation
    2015. Turkiye Is Bankasi
    2014. Ally Bank
    2013. Standard Chartered Bank India
    2012. Bank Audi Card Artist
    2011. Johnson Bank

     

    The Best Bank Website Designs in 2021

    Banks, credit unions, and other financial organizations have realized the importance of having seamless digital platforms to interact with their customers. This is why most focus on providing a great user experience (UX) through their websites. Besides, they have prominent CTAs to increase conversion.  The best bank websites also offer different types of financial calculators.

     

    Given that bank websites continue to evolve, so do their rankings. Here are the best bank website designs of 2021, in no particular order.

     

    Think Bank

    Think Bank - Best Bank Website 2020 - Top Notch Dezigns

    Think Bank’s website makes it to the list mainly because it was the winner of last year’s WebAward Competition. The website is easy to navigate, with the homepage giving users the means to look for products and services through a simple-yet-elaborate drop-down menu in the header. Scrolling down the homepage presents some of the more common functions such as opening accounts and looking for pricing-related information. The use of bright colors with soft backgrounds is pleasing to the eye and aligns with the bank’s overall branding.

     

    Chase Bank

    Chase Bank website - Top Notch Dezigns

    Chase Bank’s website has rated well consistently over the years. This mobile-friendly website clearly distinguishes the bank’s offering for personal, business, and commercial customers at the very top. A convenient drop-down menu lets you find the products or services you seek with ease.  A scroll bar on the homepage serves the same purpose, although its lists only the more popular offerings. Banners on the homepage highlight the bank’s existing offers.  The website uses blue and grey along with a white background, which is in line with the bank’s branding. The blog provides the latest banking-related insights and general banking-related information and is great for SEO.

     

    Heritage Grove FCU

    Heritage Grove FCU website - Top Notch Dezigns

    The Heritage Grove FCU website relies on earthly tones and ends up delivering a sense of warmth as soon as you land on their homepage. Its drop-down menu in the header gives you access to information about various products and services. Since this credit union offers competitive interest rates on credit, it lists them on the homepage in plain view. Its regularly updated blog helps provide banking-related information to readers, and aids with the website’s search engine optimization (SEO) efforts as well.

     

    Wells Fargo

    Wells Fargo website - Top Notch Dezigns

    For a bank of this size, it’s easy to go wrong with your website by offering information in a cluttered manner. However, Wells Fargo does well to embrace simplicity in the design of its website.  Its drop-down menu provides easy access to all its offerings for individual and business customers. The website has successfully managed to use images that strike a chord with the bank’s target audience. Using just two basic colors that are in line with the brand’s image is a good idea as well. The financial education section of the website is well-laid out based on specific categories and bodes well for SEO.

     

    Alliant Credit Union

    Alliant Credit Union website - Top Notch Dezigns

    Subtle yet authoritative, the Alliant Credit Union website manages to catch and hold your attention from the moment you land on the homepage. The use of soft blues is pleasing to look at, as is the website’s clean and basic feel. The drop-down menu is easy to navigate and gets you the information you’re looking for in quick time. There are no lengthy pages to scroll through, be it the homepage or the pages for specific products and services. The Money Mentor blog and the help center, while providing information for users, are great for SEO as well.

     

    KeyBank

    KeyBank website - Top Notch Dezigns

    While the history of this bank dates back to 1825, its website is as modern and user-friendly as they get.  The website keeps the branding simple. The use of colors is minimal, sticking to a scheme that uses no more than red, gray, and white. The drop-down menu provides access to just about any type of information you might seek in an easy manner. However, simply moving the mouse over the main tab does not work. Users need to click the main tab to view sub-tabs.

     

    Texas Capital Bank

    Texas Capital Bank - Top Notch Dezigns

    The Texas Capital Bank website brings with it a professional, clean, and responsive web design. One clearly distinguishing feature is the attention it pays to deliver relevant and valuable content to its users. The homepage clearly indicates how the bank’s expertise may benefit its customers, and provides easy-to-use multilevel navigation in the header.

     

    While the website has individual pages for all its services and products, it also has individual pages built to cater to specific industries. These pages are bound to help increase conversion, and they also work well for SEO.  A simple and minimalist blue and white color palette make for pleasant viewing.

     

    Gateway Bank

    Gateway Bank website - Top Notch Dezigns

    The first thing that captures your attention when you visit the Gateway bank website is its vibrancy through the effective use of the blue color that aligns with the bank’s branding. A simple user-friendly drop menu takes you to the product or service you seek with ease.  However, the website can do better by adding a blog and an including a comprehensive resource center as they can help provide value to customers and aid in SEO as well.

     

    People’s United Bank

    People’s United Bank website - top Notch Dezigns

    The People’s United Bank website lets users access the information they need in different ways. The drop-down menu that is part of the header is easy to navigate through, and you may also find the bank’s most common offerings through a sidebar menu. The website lists any ongoing special offer through a banner at the top of the homepage. It lets users compare different types of accounts with ease. The use of just blue and white to align with the overall branding of the bank works well. Its compressive customer support center is great for SEO.

     

    Seasons Federal Credit Union

    Seasons Federal Credit Union - Top Notch Dezigns

    The use of a light shade of green that is very much in line with this credit union’s branding along with suitable imagery is pleasing to the eye. The drop-down menu on top offers simple navigation and serves its purpose well. Scrolling down the homepage gives users easy means to get more information about different products and view existing rates. This website should consider adding a resource center and a blog to provide value to its customers and boost SEO.

     

    How to Boost a Website’s Conversion?

    Conversion rate refers to the ratio of the total number of people who visit your website to the ones who perform desired actions – be it buying a product or signing up for a service. A conversion rate of 2% to 3% is ideal, and it can also be higher if you approach the process in the right manner.

     

    1. Define Goals

    Start by defining the goals you want your website to accomplish. This might be related to any action you want your target audience to take. Then, you need to analyze user behavior against the goals you’ve set.  Some of the common goals that website owners have are increasing page visits, clicks on links, and form submissions, as well as customizing conversions.

     

    2. Track Everything

    Given the vast volumes of data that we now have access to, it is important that we track everything. Depending on the type of business you run, this can include form submissions, in-store visits, online chats, phone calls, sign-ups, sales, and after-sales service.  While simply tracking all available data might lead to short-term gains, the benefits become more pronounced in the long run.

     

    Irrespective of the online marketing medium you use, analytics tracking plays a crucial role in its success. Once you narrow down on the campaigns that work best for you, you can not only direct your money in the right direction but also experience an increase in conversion rates.

     

    3. Analyze Data

    Boosting website conversion does not happen by making assumptions and estimates. Instead, you need to rely primarily on the user data that you collect and analyze. Data analysis should be an ongoing process, through which you keep getting actionable insights about customer behavior. Data you typically need to track and analyze includes:

    • Web traffic data
    • User behavior on landing pages
    • User behavior on pop-ups
    • The behavior of return customers
    • Click-through rates
    • Bounce rates
    • The average size of orders

     

    With quantifiable data at hand, you may create suitable user personas to represent your ideal users. This needs to account for aspects such as your target audience’s likes, dislikes, interests, and pain points.

     

    4. Focus on Your Value Proposition

    Your website’s value proposition should take into account your unique selling point (USP), and give visitors a clear indication of why they should favor using your products/services over its competitors. When you state your value proposition and reinforce it through different elements in your website, it tends to have a positive effect on the conversion rate. Your value proposition should reflect through elements like headlines, copy, and images alike. In addition, it is best you express your value proposition in fewer than 10 words.

     

    5. Optimize Page Layout

    If your website has failed to increase conversion despite multiple efforts, you might benefit by giving its important pages significant overhauls. Rely on industry-related best practices and use insight from user data to redesign layouts. Provide information that visitors find beneficial and work on building engagement. Make sure pages load quickly, because the slower a page loads, the more is its bounce rate.

     

    6. Do Away With Unnecessary Form Fields

    It is common for internet users to get daunted by the prospect of filling multiple fields in online forms. Not surprisingly, the effect of removing unnecessary form fields is rather visible through increased conversion rates. However, if you don’t get the required information to follow up on leads, even a high sign-up rate may lead to a poor closing rate. As a result, it is important that every field in your form gathers critical information, and you eliminate ones that don’t.

     

    7. Use Logos, Reviews, and Testimonials

    Adding logos of clients you’ve served in the past helps build a visual connection of trust with new visitors almost immediately. These can find a place on the homepage. Reviews and testimonials work well in putting the minds of people who’ve never used your products or services at ease.  Look at these numbers collated by G2 to see what reviews can do for your business.

    • Around 95% of consumers read reviews before making purchasing decisions.
    • More than 90% determine how well local businesses are by reading reviews.
    • Over 70% refrain from making purchases until they read relevant reviews.
    • The likelihood of a product being sold increases by 270% after it gets five reviews.
    • Conversion rates for higher-priced items increase by 380% if they offer reviews.
    • If two products have similar ratings, the one with a higher number of reviews is likely to find favor with more consumers.

     

    Conclusion

    Most banks and other financial institutions across the U.S. have already embraced what technology has to offer in terms of delivering great user experiences through their websites. Now that there is little need for a regular customer to visit a bank’s physical branch, given how much can happen online, it is important that banks make their websites as secure and user-friendly as possible.  After all, while retaining existing customers remains a challenge, banks also need to do their best to boost conversion rates when tapping into their target audiences.

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