Why Banks Need a Mobile Homepage Makeover to Drive Satisfaction and Engagement

The mobile homepage has become the most valuable digital real estate that FIs own, but many institutions fail to maximize the value of the space that customers see with every login. Every bank and credit union must identify the handful of tasks, features, and services to showcase in this coveted real estate—decisions that send subliminal messages about not only the personality of the app but also the fundamental value of a banking relationship. In short, the homepage must be the most effective navigational starting point possible. 

In the long run, search and virtual assistants will provide a concierge-style experience that will simplify the customer journey by taking users directly to the features or information they ask for. But for now, the best practice is to organize complementary features, products, and services in intuitive functional centers that are prominent on the homepage. This report identifies three phases of homepage success; outlines the merits of centers for money movement, security, customer service, and financial fitness; and highlights the best practices by Fifth Third Bank, KeyBank, Truist, U.S. Bank, and Wells Fargo. 

Key questions discussed in this report:

• What are the keys to building a successful mobile banking homepage? 
• How can prominent functional centers make banking apps easier to use? 
• What are the current best practices for functional centers in mobile banking today?

Companies Mentioned: 

Fifth Third, KeyBank, Truist, USAA, U.S. Bank, Wells Fargo