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Does your mobile banking app attract or deter your customers? Follow these tips to improve your app's user experience.
According to a 2016 Federal Reserve Board survey, the number of customers with mobile phones and bank accounts who did banking on their handheld devices jumped from 22 to 43 percent in only five years. This figure is projected to rise, so it is incumbent upon community banks to provide a mobile banking user experience (UX) that is easy and engaging to acquire and retain customers. Here are some best practices to keep in mind:
1 Choose a mobile-first design. Above all, make sure that your content and design are compatible with a mobile-first strategy. Features on your bank's website that work well on a desktop with a large screen and a mouse need to be adapted for mobile devices.
2 Be concise and clear. "The text has to be succinct and to the point, but also give [users] clear directions for whatever they're trying to do," says Matt Cunard, senior web marketer at VGM Forbin. Language should be in plain English and spell out exactly what they need to do.
3 Self-promote. "If your mobile website doesn't continuously promote the bank's brand and its differentiators, then you're just one of many in a sea of banks that give online or mobile access," says Ed Moskowitz, executive vice president and solutions architect at Multimedia Solutions. "We create a strong visual experience where the brand colors, brand imagery and brand positioning are eloquently integrated into the user experience on the mobile device. It has an energy and personality to it. You can do that without degrading the desired simplicity or ease of use. The blend of the two is...