People’s Credit Union
A credit union and community-based financial institution serving Rhode Island.
Since their inception in 1922, People’s Credit Union has been focused on “people helping people”. To them, this means working to build strong connections with their members in order to better understand their needs. Their services include everything from insurance and mortgages to business loans and savings accounts.
- TECHNOLOGIES USED
- GRAVITY FORMS PLUGIN
- MODERN TRIBE EVENTS CALENDAR PLUGIN
- RELEVANSSI PREMIUM PLUGIN
- KEY HIGHLIGHTS
- WCAG LEVEL AA CONFORMANCE
- PRODUCT WIZARD THAT GUIDES USERS THROUGH MAKING AN ACCOUNT SELECTION IN A DYNAMIC WAY
- TIME VALUE FINANCIAL CALCULATOR INTEGRATION
- A/B TESTING & USER BEHAVIOR ANALYSIS TO OPTIMIZE WEBSITE
People’s Credit Union wanted a new website that would be reflective of their in-person banking experience: personalized, thoughtful, and hassle-free. This meant that the new website would need to quickly serve up relevant information at the time the customer would most benefit from it, as well as provide the same resources they’d have access to in-person. Overall, the main goal was to easily guide users through the sales funnel, as well as structure the new site to cross-sell products and services more effectively. Furthermore, this new website would need to have an improved experience for all users, making web accessibility a priority.
To achieve these goals, we built People’s Credit Union a new WordPress website with an updated, clean design. We also made sure that the new online experience would match that of their in-person banking experience by making it easy for users to access online banking and the answers to their questions via simplified service breakdowns and helpful FAQ sections. Additionally, to ensure that all users would have an improved experience on the People’s Credit Union website, we built it to meet WCAG AA conformance standards. Finally, we also created a new admin area that would allow the People’s Credit Union team to easily update, add, and curate information.
Homepage Layout & Design
Gives users an immediate feel for the People’s Credit Union brand as well as their many available services and resources.
- Online Banking Login Portal
- Services Breakdown
- FAQs Section
Conversion Rate Optimization (CRO)
A few years after our website redesign for People’s Credit Union, they signed on for our conversion rate optimization (CRO) services, specifically a combination of A/B testing and user behavior analysis. Since then, our team has successfully run experiments and gained insights on how to improve user experience and increase conversions on the People’s Credit Union website – a few of which are outlined below.
A/B Testing Removal of Duplicate CTAs on a Personal Savings Page
Another A/B test we ran on the People’s Credit Union website took place on one of their personal savings pages. This test focused on removing one of the two “Here to Help” CTAs on a personal savings page, the hypothesis being that the test variant with less redundant CTAs would ultimately drive more conversions.
This test ran over the course of 23 days, with the test variant driving double the conversions and a higher conversion rate than the original with duplicate CTAs. The test variant also had a 94% probability to be the best, further confirming our recommendation to make this change on all pages for consistency.