Most marketers gravitate toward search engine optimization to drive new traffic. But what’s often overlooked is on-site search optimization, a critical component of search and self-service.
Where SEO is concerned with attracting new visitors, on-site search optimization services and retains an existing traffic base – your credit union’s members and prospects.
Today, more people engage with credit unions’ digital channels, demanding intuitive on-site or in-app search, and easy-to-find support information. When a credit union website delivers superior on-site search functionality with actionable support answers, the benefits are invaluable.
By monitoring members’ search queries, you can provide the most sought-after answers across your digital channels. It’s a continuous process, but one that directly impacts your institution’s member experience, service levels, and operational efficiency.
What we can learn from the top 25 search terms
Searches on banking websites and apps average 1.4 words per search, compared to four on search engine platforms.
Users don’t search for “the best checking account for me” on a credit union website as they would on Google. Instead, they’re searching for broader terms like “online banking.”
Two main factors drive this search behavior. First, credit union consumers are already on the desired site and, therefore, use more narrow searches.
Second, financial terminology can be confusing and unfamiliar. As a result, members who lack knowledge of specific banking terms default to broader search terms to find what they need.
Five ways understanding top search terms help credit unions grow more efficiently:
–Deliver a better member experience. A strong on-site search engine allows members to self-serve in an easy, fast, and efficient manner.
–Reduce call center volumes. The presence of robust content, FAQs, and support answers means members find information without help from call center agents.
–Increase mobile adoption. As credit unions introduce more self-service banking options, such as online account opening or mobile deposit, members have more questions. New technologies increase the need for self-service support. Having the support answers in place facilitates greater mobile adoption.
–Increase products per member. Actionable support answers drive your members to engage deeper into product offerings. Take, for example, a search query for “routing number.” If the answer points members in the direction of what they can do with a routing number, like set up direct deposit or bill pay, their likelihood to take such action increases.
–Grow without additional headcount. The more members can self-serve via digital channels, the less employees are needed to staff customer service centers.
Sources: CUNA and Silvercloud
