Engage in Review: Creating a Whole Mobile Strategy with Webster Bank
by Alyssa Grossman
If you’re competing against industry giants who have a strong online presence, your digital banking experience has to offer consumers the convenience and service they’ve come to expect--no matter what device they’re using. Back in 2012, only 10 percent of Webster Bank’s site visitors arrived from their mobile phones. Fast forward to 2015, and the new standard is a mobile experience designed for users who don’t sit at their desktops all day. Instead, a brand’s online presence must be adaptable to all the ways consumers will access it, whether by laptop, tablet or smartphone.
So how did Michael Bernard, SVP of Internet Banking, help elevate Webster Bank’s mobile presence to what it is today? In 2013, his team realized that their mobile website wasn’t user-friendly and had very few capabilities. They also knew there was an opportunity to do more. They decided to create a “whole-mobile” experience, which would result in a mobile resource for customers where they could access all of the regular Webster Bank content they’d typically access from a desktop. The Webster Bank team wanted their mobile platform to be a place that people could turn to for quick and convenient information, that would deliver an experience that was as good as, if not better than, their actual website.
Their goals included creating content once and pushing it out anywhere, and building a brand that not only rivaled, but stood out from the competition. With that, the journey towards a “whole-mobile experience” was born.
What followed was a year-long revamping of Webster Bank’s public website. A crucial step toward making the project a reality was choosing Acquia Cloud. Over the course of the year, Bernard and his team redesigned 300 pages of content, exceeding expectations of what a bank could offer. Today, that content is fully responsive, designed to scale, and is pushed out to users.
To illustrate the ease of using the bank’s site, Michael shared the story of a couple sitting in a coffee shop and talking about their options for funding a new roof for their house. They’re ready to start planning, but haven’t brought their laptops. Webster Bank wanted to create a digital experience that enable the couple to quickly see their options on their phones while they sat together drinking coffee. This would enable them to use the time to review their options as planned, and eliminate the need to postpone their discussion until they were able to log into their desktops when they returned home.
After making a powerful and convenient mobile experience a reality, Webster Bank’s overall traffic numbers began to speak for themselves:
- 195,000 people using digital banking
- 105,000 people using mobile banking
- 800,000 site visits, at least 25 percent from mobile phones or tablets
Previously, Webster Bank was reaching only a segment of its audience digitally. Today, Bernard says Webster Bank’s homepage has seen a significant increase in mobile and tablet visitors, as have its product pages. Beyond the numbers, Bernard and his team also saw the following changes after their year-long redesign with Acquia:
- An improved and more efficient process for developers
- Greater brand consistency across devices
- Increased ability to meet customer expectations
- Ability to showcase products and offerings in a powerful, yet convenient way, leading to new business opportunities
In taking these steps toward a whole-mobile strategy, Webster Bank ensured its content and services will be accessible anywhere, anytime and and on any device.