[Unwebinar-PM] First Midwest Bank - Jack Nick (11.10.15)

How First Midwest Bank Uses Secure Landing Pages in a Regulated Industry
Thank you for joining us!
We’ll be starting in just a few minutes.
Princess Cornelio
Marketing Educator
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Jack Nick
Sr. VP, Digital Experience Manager
First Midwest Bank
Recording and slides will be sent
out by the end of the week
Build, publish & A/B test landing pages without I.T.
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Princess Cornelio
Marketing Educator
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Jack Nick
Sr. VP, Digital Experience Manager
First Midwest Bank
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How First Midwest Bank Uses
Secure Landing Pages in a
Regulated Industry
Where we’re
headed today
• Perception of banks
• About First Midwest Bank
• Collect leads via lead aggregators
• How SSL unlocked a new door of opportunity
• Why Unbounce
• Q&A
• Demo on how to enable SSL on your Unbounce
landing pages
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PERCEPTION OF BANKS
01
What people think
of banks
• Traditional
• Boring
• Conservative
• Low tech
• Brochureware websites
• Highly regulated
• Trustworthy
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ABOUT FIRST MIDWEST BANK
02
What we actually
do
• Checking
• Savings
• CDs
• Mortgages
• Home Equity
• Personal Loans
• Investments
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COLLECT LEADS WITH
LEAD AGGREGATORS
03
Non-bank websites can
source you leads
Bankrate
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These platforms will connect consumers with a
handful of banks that the consumer is
researching. BUT, there’s a hard cost associated
with each lead.
Lending tree
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Never start a campaign
without a dedicated
landing page
A/B testing is critical. Even when your
hypothesis is wrong, you still learn
something important.
20%
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Always be testing
Form on the left showed 10-40% lift in conversions vs. the form on the right.
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CRO is a continuous
process
150% - Virginia
Leverage our learning that form
on the left does better and create
new hypotheses (e.g., How do
people respond to people?)
The results? They differ by
product and state. It’s not a one
size fits all.
26 different landing pages for one
lead source for one product.
42% - Indiana
47% - Illinois
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CRO is a continuous
process
This discipline has contributed to
over $10 million in loans this year.
17.65% conversion rate
52.11% conversion rate
195%
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HOW SSL UNLOCKED A NEW
DOOR OF OPPORTUNITY
04
Online banking requires SSL
20%
Unbounce form embedded
on a normal webpage
Landing page
This landing page has contributed to over $1 million in new loans in 5 months. Not possible without SSL.
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SSL-enabled landing pages provided a new way to
connect security-conscious customers with a banker
Homepage
Landing page
Thank you page
No more brochureware. This landing page has contributed to over $5 million in new loans in 2015.
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There are different ways to integrate
SSL-enabled pages on your website
Unbounce form embedded
on a normal webpage
Landing page
This landing page has contributed to over $3 million in new loans in 2015.
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WHY UNBOUNCE?
05
Unbounce lets us do
many things with
fewer resources
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•
Super easy to use - drag &
drop
•
SSL
•
Responsive design
•
Incredible support
We’ve tried other
methods…but
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•
Super easy to use - drag &
drop
•
SSL
•
Responsive design
•
Incredible support