Integrated Digital Strategy Gives America’s Credit Union a Powerful Presence
About
America’s Credit Union (ACU) is a not-for-profit credit union located in the Pacific Northwest. ACU stands by its mission to provide customized financial solutions to members through innovation and personal connections.
Problem Overview
ACU had trouble designing its website in a way that served its business and consumer stakeholders while maintaining a cohesive brand. It needed a website that reflected its brand consistently on the front end and was easy for ACU employees to manage from the back end.
Consistent Brand Styles
ACU had difficulty marrying the business and consumer products into a website that serves both audiences. Each section felt like two completely separate websites. The UX team held a focus group with key stakeholders to better understand both business and consumer audiences and the actions they take on the website.
The results informed the design team as they created styles for the redesigned website. One of the key styles they created to differentiate the business products included a blue overlay on images and a contact form at the bottom of each page.
Managing Rates
Editing rates was difficult for the ACU team to manage. Whenever they needed to update a single interest rate, they had to update in multiple places. Because rates updated often, this became a core focus of the website redesign. We created a module for the ACU team to manage all rates in a single place. Rates can then be displayed in various formats, including tables and comparison cards.
“Why aren’t we showing up in Google?”
ACU wanted to increase its organic search traffic and rank for relevant keywords. We built the new website to ensure proper SEO setup and implemented optimized content. Following launch, we launched a holistic SEO / Digital Marketing strategy to focus on increasing the volume of customers through social media, paid search and search traffic.
The Results
After launching the website there was a 59% increase in total impressions compared to the pervious 2 months, 4.3% increase in total clicks, and a 2,652% increase in organic clicks from a 3-month total of 1,570 to 43,200 for the same timeframe a year later.
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