digital marketing analysis in the financial sector - keybank vs. huntington
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Saturday, April 15, 2023 | www.rockitresults.com
Analysis of Business Checking Account Sign-Up Process, KeyBank vs. Huntington
Saturday, April 15, 2023 | www.rockitresults.com
Search Engine Results Pages
• KeyBank’s #1 SEO ranking is swamped by 8 paid ads; KeyBank needs a branded ad campaign to protect its clicks, like Huntington has.
• Huntington has an unusual Display URL – not a best practice.
VS
Saturday, April 15, 2023 | www.rockitresults.com
Huntington Landing Page
• Huntington has outstanding landing page for paid clicks.
• Potential customer entered directly into email nurturing campaign with strong incentive offer.
• Love the focus on “growth potential” – that speaks to the entrepreneur.
• However, this page has no remarketing code – this is a lost opportunity for Huntington.
Saturday, April 15, 2023 | www.rockitresults.com
Huntington Account Comparison Page
• The Good: – Huntington’s page is geared
towards businesses of all sizes.– Very well laid out, speaks to the
“Competitive” persona.
• The Bad:– No strong “Apply Now” call-to-
action on this page. – Hard to tell where to actually
click to start the application process.
• The Ugly– Font is very small and colors
don’t have strong contrast – not friendly to older customers.
Saturday, April 15, 2023 | www.rockitresults.com
KeyBank Landing Page
• No specific paid landing page – this is the main organic page.• Call to action – Apply Now – is very small and difficult to find.• Bottom of page (not shown) is quite busy and could be cleaned
up.
Saturday, April 15, 2023 | www.rockitresults.com
KeyBank Account Comparison Page
• The Good: – Four very clear options.– Check-marks are very user-
friendly and easy to understand.
– Good use of definitions and upsells to additional products at the bottom of this page.
– Strong call to action.
• The Bad:– No Google Analytics on this
page!– No remarketing code is a lost
opportunity.
Saturday, April 15, 2023 | www.rockitresults.com
Problem with KeyBank Offerings
• In terms of the Monthly Fees, the Comparison page doesn’t clearly match the actual offerings. This is a big problem as it threatens the company’s credibility and trust-worthiness.
• There are stipulations around waiving the monthly fee, so I recommend adjusting these pages so it’s clearer to the user and more transparent about fees.
Saturday, April 15, 2023 | www.rockitresults.com
Huntington: Second Click – Ready to Commit• The Good:
– Features are very clearly laid out
• The Bad:– No ability to apply online!
• The Ugly– Not an attractive page. – No outreach to Humanistic
persona, like testimonials, pictures, or other “touchy-feely” aspects of the page.
– No easy links to additional information beyond this one page.
Saturday, April 15, 2023 | www.rockitresults.com
KeyBank Second Click – Ready to Commit
• Very simple, easy to use sign-up mechanism
• Application’s second step is too long and probably has lots of bounces; should be broken up into different steps
• Should capture email address for nurturing immediately
Saturday, April 15, 2023 | www.rockitresults.com
The Winner
Item Huntington KeyBankBest Offer $300 for opening account
and no monthly fees
No opening offer, $5/month checking fee
Best Landing Page
Best Account Options Page
The Winner
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