Internet Strategy
First, Improve Web Usability. In order to receive the highest click-through results possible along a Web path, implement standard industry principles of Web usability:
* Keep the links short. To maximize click-through rates, help to ensure the links are easily read and understood without effort or pause.
* Use bullet points next to links. Bullet points indicate to the visitor that this item is separate from those surrounding it. Providing this simple cue increases immediate cognition.
* Offer no more than five links. Avoid overwhelming visitors with too many choices. Create logical "calls to action" to channel visitors to online applications, call centers, branches or advisors. Offer helpful tips, which sell your other products.
* Place the easiest and least intimidating link first. The goal is to encourage action from the visitor. Make it easy for a visitor to click and validate the response with the content he/she expected. When the visitor's actions are validated, he/she is more likely to keep advancing through the designated Web path.
* Place the most important link last. The last item in a list will be given the most consideration by the reader. It forms the point of contemplation because nothing further needs to be viewed or assimilated. Place your most important call to action here, and then be sure to leave some white space for visual impact.
* Remove distractions while a visitor is pursuing a research pathway. By removing distractions such as sub-navigation on a page or cancel buttons, a visitor will less likely abandon the path designed for purchasing financial products.
* Avoid animation. Avoid distracting movement on a Web page. It may irritate the visitor's user experience if he/she is trying to focus on a financial decision.
* Emphasize the benefit or outcome. Ensure that a text link is written to emphasize the benefit or outcome of an activity. Examples include "click here to apply for a loan in less than 60 seconds" or "call 888-xxx-xxxx today to be pre-approved."
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