Centris Federal Credit Union came to Hurrdat looking for ways to emphasize services that were a priority for the year. The website landing pages for these services had very little content and weren’t actionable. This presented an optimization opportunity to drive more traffic to these pages and improve conversion rates.
To kick off this optimization project, we proposed using heat mapping software to get a better idea of how website visitors were using these pages. After monitoring results for a few months, we put together a plan for a page redesign with more robust content.
Our goals were to display Centris’ expertise on the topics, help customers get a better idea of which services made sense for them, showcase the people at Centris who were there to help customers make important financial decisions, and drive more conversions with improved calls-to-action.
After performing content research to ensure the on-page content answered visitors’ questions, we revamped and reorganized page copy. Prominent call-to-action buttons were added naturally throughout the page to replace the text links that were being used for CTAs previously.
The end result was more robust yet easier to navigate service pages that answered customer questions, made taking the next steps to apply for services or receive more information simpler, and helped connect customers with the Centris team.
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