Elevations Credit Union
Redesigned Credit Union Website Elevates UX & Business Operations
Challenges
The ECU team was struggling to manage their legacy site efficiently. Content editing and other simple tasks like updating interest rate information took a long time to complete with their existing web platform. The site also lacked personalization capabilities, hindered marketing automation, and experienced frequent performance issues related to their Cloudflare configuration, which limited direct connection with a vital loan origination system. Together, these challenges negatively impacted the user experience (UX) and ECU’s ability to effectively serve their members.
Americaneagle.com was chosen to lead a website redesign because of our deep platform knowledge and long track record of delivering exceptional digital experiences for credit unions and banks.
Solutions
Our experts conducted a comprehensive analysis of ECU’s technologies and business needs and determined they would be best served by replatforming their site to Xperience by Kentico. The move significantly improved the content management process, giving marketers the ability to update rates and other content quickly and easily. Replatforming also unlocked new personalization tools, allowing the ECU team to develop 18 “personalization groups” that dynamically adjust content based on a user’s on-site behavior.
Our developers modernized the site’s aesthetics, added interactive tools, and restructured site navigation to improve UX. Americaneagle.com also consulted on the credit union’s Cloudflare set up, helping address pain points and revise their configuration based on their needs and best practices. We worked with ECU and MeridianLink, the loan origination system, to arrive at a successful fraud prevention strategy that streamlined the member experience while minimizing friction.
To improve marketing automation, backend systems were optimized with new APIs and data mapping to create seamless
connections between Kentico and their marketing platform, Marketo. When a user fills out a form, the data is both stored in Kentico and transferred to Marketo. So, ECU gets the best of both worlds: data in Kentico for personalization and in Marketo for marketing activities.
New SEO copy was created to improve discoverability, and ECU further leveraged our digital marketing services by entrusting Americaneagle.com to manage all of their pay-per-click (PPC) advertising campaigns. We also host the site in our secure data centers, giving ECU leaders peace of mind that critical member data is protected.
ECU started seeing positive returns almost immediately after the site went live. Launched in late October, the site’s Q4 YoY performance metrics showed sessions and total users both up more than 20%. Clicks were up nearly 19% and the click-throughrate (CTR) increased 64% as higher search relevance drove meaningful growth on top KPIs.
With new personalization capabilities, improved performance, and a future-ready platform built for growth, Elevations Credit Union now has a powerful site that matches their mission of empowering members through financial solutions and education.
Results
-
19%Increase in Clicks (Q4 YoY)
-
21%Increase in Sessions (Q4 YoY)
-
64%Increase in CTR (Q4 YoY)
-
23%Increase in Users (Q4 YoY)
