Internet banking is here to stay and the major banks are all busy figuring out how to expand their business online. Online banking is all about convenience and functionality but what about the bank’s public website? It is often a struggle to achieve the right balance between information and product sales, between user functionality and marketing requirements.
Here are 5 golden rules for the design of effective banking sites:
The most crucial rule in designing a banking website is to understand your users. Who they are? Why are they coming here? What is it they want to do? Most users will come to a banking website with a specific goal, often to access online banking or find out information on a product. All users of course want their areas of interest to be given priority.
By understanding your users needs you can decide how your website should be structured, you can group users and understand what services and information should be given priority and indeed which services should be offered online (users may apply for a car loan online but will they apply for a mortgage?). You will also be able to define the balance of your website and provide appropriate options on the homepage and related areas within the site (i.e. Personal – Business, New Customers-Existing Customers)
Understand why users are visiting your site and what they are looking for.
The look and feel of any website is crucial, but it is especially so with banking websites. If the look and feel is too corporate or business-like, users will think it bland. If its too loud and exciting, users will think that the bank is trying too hard and is out of touch with their needs expectations.
It is crucial to achieve a balanced look and feel that is appropriate with the banks own identity. Attention to the style of content, tone of voice and imagery used in the design is critical. Users don't expect to ‘entertained’ by bank sites, however they do need to be able to find and read relevant information quickly and easily.
Visual design is vital in making screens easy to navigate and ensuring that relevant information stands out. Design consistent layouts and ensure good contrast for readability. Incorporating visual imagery form TV campaigns can be very effective in giving the site an instant and familiar appeal with customers.
Many banks see their website as a sales portal. However customers see it as an information resource. It can be very difficult to define exactly what content to put on the site.
Many banks over emphasise the sales pitch and it can damage user trust. Online users prefer to read all of the details and then decide for themselves. It is important that the bank provides up-front information on all charges and is accurate when talking about interest rates. Bank customers love facts. Provide them with clear information on products and services and they will take notice.
Effective bank sites progressively disclose their products and offerings – providing information, interactive tools (enabling customers to assess products online) and then a call to action – either online or phone.
Security is a key factor. Banking websites must remind users that their sites are secure; this of particular importance with less-regular web users. However security alerts must be presented in a sensible way.
Avoid overly alarming language and presentation. Make it immediately obvious where the problem is (i.e. fraudulent emails, virus alerts), otherwise users may consider the problem to be with the website as a whole and may stop using it completely.
Many of the users who visit a bank’s website will be doing so in order to access their online banking. It is crucial that this is as easy as possible for the user. Make sure the option is visible and easy to find, also ensure that new customers can find out more about the service and how to register and how it works.
The Experience is KeyIt is important to remember that the experience a person has using a product or service is every bit as important as that product or services usability.
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