How to Build a Digital Member Experience Toolkit

March 27, 2015
Ryan
Ryan

Credit Unions spend a lot of time thinking about member experience. Making sure members feel loved. Making sure members have access to the services they need. Making sure every interaction between members, branches and credit union employees provides a maximum impact, value and high-quality touch. The digital member experience is an emerging area for many credit unions but can be one of the highest impact areas. There is also some low hanging fruit here.

Digital member experience can mean different things to different credit unions. Broadly, the definition reflects on how members interact with a credit union’s digital touch points. This isn’t necessarily about marketing. But it is tangentially related. The digital member experience looks to make sure a credit unions digital channels operate in as efficient manner as possible for both credit union and member.

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It measures design, navigation, content, speed and other factors. But how does a credit union go about building digital member experience efforts? With a strategy and a toolkit.

Here are a few tools to help build your digital member experience toolkit which will gather the data to support and develop strategy and decision making about the components of the digital experience.

digital-member-experience-toolkit

 

Heat mapping

Heat mapping shows you where people are clicking on your interactive surface. From apps to websites heat mapping can be insightful in uncover misconceptions and missed opportunities. Heat mapping can be as simple as using the built-in overlay feature many analytics platforms have. However, this setting only shows you actual links clicked. A better option is site-wide heat mapping, the kind available from Crazy Egg.

heatmap

Pro Tip: Use heat mapping in conjunction with split testing. Uncover high traffic areas that aren’t currently being served with content to test a new call to action (CTA) or navigation item. Or move a high-value item to this area to try increase click through rate (CTR).

Split Testing

Split testing is a beautiful, beautiful thing. Also called A/B testing and taking further into complexity, multivariate testing. I like to call split testing the HIPPO muter. A hippo is the HIghest Paid Person’s Opinion. The person who is in a meeting and says ” I think a website should look like this,” for no other reason than they have an opinion. Now don’t get me wrong, I love opinions, but after years of looking at data in online marketing and digital experiences I’ve learned opinions and assumptions when put through the scrutiny of data and tests are often misplaced assumptions.

Split-Testing-

Check out solutions like Optimizely to get going on testing right away. The answers to the tests will guide your digital member experience towards the grail of effectiveness for both you and your members.

Pro Tip: Don’t over complicate this. Testing is most effective when tests are simple and variable can be controlled. Only test one variable per test and don’t stress.

Mouse tracking

Mouse tracking tools take things a step further than heat mapping tools that just show you where people clicked on a page. Mouse tracking actually records a visitor’s behavior. Where were they hovering? What was their intent? Tools like Clicktale and Mouseflow will do the trick here.

Pro Tip: Be patient here. I know it can be exciting to “watch visitors” but let the data accumulate until it means something before you start making analysis.

Collaboration

Once you start working with the digital member experience team to implement measurement and improvements collaboration can get dicey. Tools like Cage are built with digital experience projects in mind. There is a multitude of digital project management tools but many are bloated or not right for a digital experience effort.

Pro Tip: Don’t just make an executive decision. Select a tool with input from the team. A tool no one likes or has used and won’t use isn’t going to be very helpful.

Over to you

These are just a few of the many tools out there. Sites like Product Hunt and App Sumo feature new solutions every day that make doing this kind of work easier. What are you favorite tools? Tell us in the comments. Need some help on digital member experience or getting started? Give us a shout. We’d love to help.