eBranches – The Future of Bank Websites
More and more consumers – of all ages – are using the Internet to buy products and services directly from companies across all industry segments, including banks. Many community bankers are recognizing this growing trend, and are moving to expand and simplify the e-commerce capabilities of their websites. Perhaps it is time for your bank to do likewise.
When was the last time you took a hard look at your web site and its place in your bank’s service delivery system? Is your site helping your bank achieve its business goals? How successful is your site in selling product, or promoting and building your bank’s brand? If you have asked these questions, and are satisfied with the answers, then you are no doubt satisfied with your current web presence and capabilities. If however, the answers to these questions bring the realization that you could be getting more from your site, it may be time for your bank to consider making some changes.
As the Internet has evolved from primarily an informational resource to a powerful tool for e-commerce, companies have adjusted the measurements they use to judge the effectiveness of their web sites. Old measures of duration and page views are now passé. The new measure of site success is whether the visitor takes some action while on the site, such as signing up for a service or buying a product. This new way of looking at web performance translates to banking through the design and launch of an eBranch – a virtual bank branch that moves your site away from being primarily a static brochure rack to selling products and services as effectively as your traditional bricks and mortar facilities.
Your bank’s eBranch can be built to reflect your bank’s brand, and to mirror the experience of visiting your traditional branches. Intuitive action-based navigation presents the user with multiple opportunities to buy your products and services. eBranches are highly interactive and resource rich. They appeal to new customers, especially those who prefer to do business electronically, and provide a very convenient way for existing customers to broaden their relationship with you. eBranches can be built for a fraction of the cost of a traditional facility, and have a much wider geographic reach. They should be an integral part of your service delivery and new business acquisition strategy.
Bankers have long wanted to bring more of a retail experience to their service delivery system. Now is the time to supercharge your online channel by using an eBranch to sell product and build your brand.