Providing a helpful digital branch
A critical digital channel for the credit union, the previous website required a complete digital overhaul. Not only did it need to become a modern and responsive tool that could offer added value to its members, but required custom tools, third-party integrations, and sophisticated online marketing features.
The project came with several challenges. Firstly, the large site needed a simple architecture that would help visitors find content quickly. It should also enable the site to evolve and should be easy for the marketing team to administer. Despite the credit union’s different geographical areas, it required its content to be relevant to the user no matter where they were visiting from.
The goals for the new website were:
- Reflecting the credit union‘s new branding, mission, and values
- Providing timely and relevant financial content
- Personalizing content for unique audiences
- Enhancing the consumer journey through better guidance
- Using custom analytics to better evaluate site performance
Andrews Federal Credit Union, together with ZAG, chose Kentico Xperience because of is powerful technology, scalability, ease of use, and many out-of-the-box marketing features.
To meet the credit union’s unique goals, this highly custom project included custom layouts and widgets, a custom blog, SEO and copywriting services, website personalization, email marketing, a site tour, and more. It also leveraged Kentico Xperience out-of-the-box features including form controls, media libraries, and powerful online marketing tools.
The custom personalization strategy was implemented by leveraging the platform’s widgets and custom layouts—allowing the site to deliver relevant product and financial literacy content to the right audiences at the right time.
The Kentico Xperience contact management and email marketing features were used to create custom email templates and allow Andrews Federal to keep strong relationships with its members. Additionally, a custom analytics tracking and reporting plan allows the credit union to proactively monitor site activity and engagement, and maximize key performance indicators.
The new site was seamlessly integrated with many third-party systems, including online banking, DataTrac rate comparisons, online account opening, online loan applications, GDPR compliance and management, calculators and more.
With its enhanced architecture and more intuitive navigation, the new website enables quick and easy access to the most popular features and ensures they are accessible from various devices. In addition, the design and development was done in accordance with current website ADA (Americans with Disabilities Act) standards maximizing usability for all visitors.
The new website is able to tailor content to specific audiences, which not only makes the user experience more relevant, but also supports conversions. In fact, the website now generates more leads for the credit union through conversion-driven landing pages and forms.
The client says:
Brian Holloway, Vice President of Marketing, Andrews Federal Credit Union:
“Serving a very broad membership base across a wide geographic area, our new website needed to be as smart as it was beautiful. Kentico Xperience and ZAG Interactive fulfilled our desire to develop a stunning, powerful and scalable website with persona-based intelligence delivering interest-based content to site visitors, all while upholding recent data privacy laws and regulations.”
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Middlesex Savings Bank
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