[Unwebinar-PM] First Midwest Bank - Jack Nick (11.10.15)
Transcription
[Unwebinar-PM] First Midwest Bank - Jack Nick (11.10.15)
How First Midwest Bank Uses Secure Landing Pages in a Regulated Industry Thank you for joining us! We’ll be starting in just a few minutes. Princess Cornelio Marketing Educator Unbounce @MrJackANick @unbounce #unwebinar Jack Nick Sr. VP, Digital Experience Manager First Midwest Bank Recording and slides will be sent out by the end of the week Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers SOME OF THE WORLD’S MOST RESPECTED COMPANIES TRUST UNBOUNCE try.unbounce.com/for-finance-industry-landing-pages Princess Cornelio Marketing Educator Unbounce @daprincesita Join our chat on Twitter @daprincesita @unbounce #unwebinar Jack Nick Sr. VP, Digital Experience Manager First Midwest Bank @MrJackANick Join our chat on Twitter @MrJackANick @unbounce #unwebinar How First Midwest Bank Uses Secure Landing Pages in a Regulated Industry Where we’re headed today • Perception of banks • About First Midwest Bank • Collect leads via lead aggregators • How SSL unlocked a new door of opportunity • Why Unbounce • Q&A • Demo on how to enable SSL on your Unbounce landing pages @JohnathanDane @MPatterson22 @morys @chrisgoward @unbounce @unbounce @unbounce #unwebinar #unwebinar #unwebinar @MrJackANick @supahstef @mackfogelson @unbounce @unbounce @unbounce #unwebinar #unwebinar #unwebinar PERCEPTION OF BANKS 01 What people think of banks • Traditional • Boring • Conservative • Low tech • Brochureware websites • Highly regulated • Trustworthy @JohnathanDane @MPatterson22 @morys @chrisgoward @unbounce @unbounce @unbounce #unwebinar #unwebinar #unwebinar @MrJackANick @supahstef @mackfogelson @unbounce @unbounce @unbounce #unwebinar #unwebinar #unwebinar ABOUT FIRST MIDWEST BANK 02 What we actually do • Checking • Savings • CDs • Mortgages • Home Equity • Personal Loans • Investments @JohnathanDane @MPatterson22 @morys @chrisgoward @unbounce @unbounce @unbounce #unwebinar #unwebinar #unwebinar @MrJackANick @supahstef @mackfogelson @unbounce @unbounce @unbounce #unwebinar #unwebinar #unwebinar COLLECT LEADS WITH LEAD AGGREGATORS 03 Non-bank websites can source you leads Bankrate @MrJackANick @unbounce These platforms will connect consumers with a handful of banks that the consumer is researching. BUT, there’s a hard cost associated with each lead. Lending tree #unwebinar Never start a campaign without a dedicated landing page A/B testing is critical. Even when your hypothesis is wrong, you still learn something important. 20% @MrJackANick @unbounce #unwebinar Always be testing Form on the left showed 10-40% lift in conversions vs. the form on the right. @MrJackANick @unbounce #unwebinar CRO is a continuous process 150% - Virginia Leverage our learning that form on the left does better and create new hypotheses (e.g., How do people respond to people?) The results? They differ by product and state. It’s not a one size fits all. 26 different landing pages for one lead source for one product. 42% - Indiana 47% - Illinois @MrJackANick @unbounce #unwebinar CRO is a continuous process This discipline has contributed to over $10 million in loans this year. 17.65% conversion rate 52.11% conversion rate 195% @MrJackANick @unbounce #unwebinar HOW SSL UNLOCKED A NEW DOOR OF OPPORTUNITY 04 Online banking requires SSL 20% Unbounce form embedded on a normal webpage Landing page This landing page has contributed to over $1 million in new loans in 5 months. Not possible without SSL. @MrJackANick @unbounce #unwebinar SSL-enabled landing pages provided a new way to connect security-conscious customers with a banker Homepage Landing page Thank you page No more brochureware. This landing page has contributed to over $5 million in new loans in 2015. @MrJackANick @unbounce #unwebinar There are different ways to integrate SSL-enabled pages on your website Unbounce form embedded on a normal webpage Landing page This landing page has contributed to over $3 million in new loans in 2015. @MrJackANick @unbounce #unwebinar WHY UNBOUNCE? 05 Unbounce lets us do many things with fewer resources @MrJackANick @unbounce #unwebinar • Super easy to use - drag & drop • SSL • Responsive design • Incredible support We’ve tried other methods…but @MrJackANick @unbounce #unwebinar • Super easy to use - drag & drop • SSL • Responsive design • Incredible support