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4 Ways to Maximize the Real Estate in Your Customer Banking Portal

Luke Tatge

Whether it's a point of consternation for your customer service teams or a user experience work of genius, your bank or credit union's customer or member portal can also be a huge opportunity for your marketing team. How are you taking advantage of this captive and highly segmented audience, finance marketers?

Here are four simple ways to maximize your portal and mobile app real estate for advertising purposes.

Pop-Ups & Interstitials

Okay, let's get one thing straight—"pop-up" has gotten an awfully rough reputation over the years. But the era of the eruption of endless windows from your web browser has (mostly) died. What's left are curated opportunities to use in-browser pop-ups and interstitials in intelligent and useful ways. Your banking portal is one such space where a pop-up (or "pop-in" or "-under") could be welcome. Use your customer and member data and behaviors smartly here—disruptive advertising is much more powerful when it proves its merit from the jump. If a user has spent a noticeable amount of time on your mortgage payment calculator, for example, it might be a good idea to throw a HELOC promotion into the mix when said person is making a credit card payment in the portal. Use them sparingly, but these sorts of in-portal or in-app notifiers can be highly effective when highly targeted and relevant.

Display Advertising

So classic display advertising may feel as if it's going the way of the t-rex—but display advertising from within a mobile-app or online-portal experience that lives behind a gated login screen can still make for a strong selling proposition. Similarly to the pop-up conversation above, display advertising is most effective when curated for user behavior or natural upsells. Ensure that your most high-traffic screens and most popular in-app functions use display real estate to push your core promotions and/or relevant add-ons. On your check-ordering screen, advertise mobile remote deposit capture. On your "change password" screen, advertise your identity-theft-protection add-on service. Use consumer tendency and your existing upsell sales strategy to dictate your real estate implementation.

Contextual Recommendations

Speaking of curation, user recommendations can make for highly valuable content that can double as sales material. Perhaps your CRM allows you to track common user FAQs or assumed behaviors. Say a given customer or member has a high frequency of merchant codes for bars or restaurants on their credit card transactions—throw a mid-ledger recommendation in for your credit card rewards program that includes gift cards to local eateries. Or perhaps a customer has recently made a purchase through an airline or travel agency—plug a textual suggestion into their e-statement or balance sheet in a prime spot to consider upgrading their card to multi-factor authentication or biometrics prior to departure. These sorts of moments don't need to be flashy or heavily designed—they simply need to be positioned in a natural spot on a transaction list screen to pause a scroll.

Thank-You Screens and Confirmations

Think on some of the most popular functions in your online-banking portal or mobile app—they may include mobile check deposits, person-to-person transfers or credit card or loan payments. The thing all of these functions have in common is more than likely a confirmation or "thank you" screen once they're executed. So how are you using this real estate? A simple "transaction confirmed" statement is all well and good, but the captive audience presents an additional upsell opportunity. Imagine an auto loan payment immediately followed by a refi opportunity—or a fund transfer to a friend subsequently followed by a "refer-a-friend" reward program. Don't miss these often-forgotten moments in the customer lifecycle.

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