Mapa research insightseries-mobilesales-slideshare-brochure-aug14

Selling on mobile:using browsers and apps to improve acquisition and retention

Mapa Insight SeriesFind out more about our research:www.maparesearch.com/research

Contents1 Report objectives and methodology2 Sample pages from the report3 Mapa Insight Series: Report schedule 2014/154 About Mapa

Report structure:

A. Objectives and methodologyB. Executive summaryC. Conclusions--------1. Mobile browser experience2. App experience

2.1 Pre login2.2. Post login

3. Looking ahead

Objectives:

• Examine how banks utilise…

…mobile optimised, adaptive or responsive sites for

“welcoming“ potential customers. The focus being on

becoming a customer / opening up a current account.

…the sales opportunity within mobile banking apps.

• Pinpoint a selection of innovative areas related to sales

that we think will or have the potential to impact future

customer experiences and engagements with their bank.

This report will feed into internal planning processes by

providing strategic understanding of what is happening in

the marketplace. Furthermore innovative examples and

approaches can be used to gain inspiration as well as

strengthening existing business cases.

© Mapa International Ltd

Methodology:

We have conducted research using the portfolio of live

accounts that we have access to. We have researched

more than 35 banks across 10 countries. In addition we

have conducted desk research to uncover other initiatives

of interest, user trends, stats and other types of insight

relevant to the topic. Our findings are summarised in this

report, providing in-depth insight, including of the secure

sites of a number of innovative banks across the globe. .

August 2014 – Page 2

1 Report objectives and methodology


2. Samplepages from the

report

April 2014 – Page 3

The use of interactive content (comparison or selector tools as well as video content) to help site visitors find a suitable account or learnmore about the product examples is rare. Postbank (DE) is one exception, providing a link to an account finder tool on the mobile sitelanding page. By answering (yes or no) to a number of questions (e.g. in the need of credit card, travel insurance) visitors arerecommended a suitable account package. The results page is split into separate tabs highlighting different key features and benefitswith the account. In this case no application is provided (which would be the ideal scenario) rather you are advised to call the bank. Inbeing optimised, relevant and easy to complete this type of tool can be one way to help turn a mobile browsing search session into asale.


Sample page from report


Mobile browser experience: Account finder facility

Start page It is easy to complete theform as a result of paddingaround navigation elements

Results page – visitors are advisedto call the bank if they have morequestions. Furthermore productinformation can be ordered to bereceived via email or post.

2

USAA (US) have an elaborate product information page for credit cards within the pre-login area of its app which can be accessedthrough banners on the app landing page. The section within the app allows customers to view and compare credit cards using multipleparameters such as card type, card brands and rewards. As opposed to the sales tactic used by SEB on the previous page, theapproach followed by USAA supports the customer in their decision making by helping them explore the different features and producttypes. The call to action leads customers to ‘become a customer’ form which is the standard route for applying for most products madeavailable in the pre login area.

App experience: Pre login – Product comparisonfeature




2

Clicking on a link‘What’s the difference?’below the list of creditcards belonging to a

certain card type opensa light box featuring a

comparison tablecomparing the cards

listed above

Whilst it is beneficial for banks to promote products and services within the secure banking space, it is equally important that thetechnique used does not distract the customer from the initial intended banking task. One of the ways banks could do that is throughsubtle yet effective utilisation of spaces within the frequently visited account summary screen and the apps nested navigation tohighlight promotional / sales related content. HSBC (UK) uses its nested navigation to feature its service promotional banner. WellsFargo (US) on the other hand uses a promotional sticky banner on its account summary screen to promote a service that can beeasily turned off by a click thereby making it less annoying to less interested customers. Commonwealth Bank (AUS) uses a subtlesales technique with a link ‘Offers’ at the top right of their account summary screen and within their nested navigation.




2 App experience: Post login – Non intrusivepromotional techniques

HSBC Commonwealth Bank Wells Fargo

NAB (AUS) use a distinct box with clear signposting ‘New account’ on its account overview page. The section includes information onwhat the bank deem as popular products. This can be seen as an interesting alternative to list the whole product range as we haveseen with other banks earlier in this report. Customers can complete a savings account application with just one tap as a result ofhaving customer data prefilled. This can help to improve conversion rates, but what about setting up a standing order? Wouldn’t thatbe regarded by the customer as a nice reminder / prompt to get started saving on a regular basis? In this case customers get aconfirmation saying that the application will be processed within 2 to 3 business days. The decision is then received by securemessage.

App experience: Post login – Clear signposting onthe overview page




2

Landing page after login New account section

One page application

Confirmation page

Looking ahead: Social proofing – influence on consumerbehaviour through peer validation

Nordnet - a leading Nordic savings and investments specialist - do interesting things in the social media space. Nordnet, who own asocial trading facility named Shareville, have recently enabled customers to easily copy transactions (fund or stock purchases) made byother members on Shareville, by having integrated buy / sell pages within the Shareville experience.The bank promotes it as a way for their customers to become more successful with their savings and investments by helping and inspiringeach other. Currently this service is only available on desktop, but will very soon to be introduced within mobile as well.

Overall it is about moving the recommendation element away from what the bank says to what other customers do.

Shareville member overview page.

You can view developments of your own portfolio and get an overview of the onesyou are following. If preferred you can get notifications when a person you are

following places an order, hence making it quick and simple to copy that action.


Shareville site as viewed on an iPhoneVisitors are prompted with the message :

Choose stocks and funds in a whole new way. See straight into thousands of real portfolios

Follow the best ones and get updates in real time

For now the public site including the login page isresponsive – soon the logged in experience will be made

responsive as well



2


5. Mapa insightseries:

Reports schedule2014


Introduction to the reports:These eight reports (two per quarter) are aimed to cover key hot topics within the field of digital financial services. The reports havea global emphasis providing insight into the latest trends and developments.

The reports aims to support investment decisions within the field providing an independent view. In addition they provide as aninspirational resource as well as it helps to increase your overall understanding and awareness of different topics.

3. Mobile banking – state of the market 2014Three key questions to ask as part of the research1. What is the current state of play?2. What innovative ways have banks developed for mobilebanking users in the last 12 months?3. What are the key trends and what does the future hold?Three key points for the reader to take away:1. Up-to-date view on developments within the mobile banking2. Understand where developments take place and key trends3. Insight into leading initiatives

4. The evolution of digital PFM – 4th editionThree key questions to ask as part of the research1. What new digital PFM tools have been implemented in thelast 12 months?2. What have leading vendors accomplished over the last 12months and where do they see the market going?3. What are the key trends and what does the future hold?Three key points for the reader to take away:1. Up-to-date view on developments within digital PFM2. Understand where developments take place and key trends3. Insight into leading initiatives

1. Cross channel experiences- state of the market 2014Three key questions to ask as part of the research1. To what extent are experiences aligned (look and feel,functionality, security and communication)?2. What is the current state of play including key challenges?3. What are the key trends and where are we moving?Three key points for the reader to take away:1. Up-to-date view on the current state of play2. Understand where developments take place and key trends3. Insight into leading initiatives

2. Tablet banking report series – 6th editionThree key questions to ask as part of the research1. What are the current tablet banking propositions2. What are current browser experiences after login like?3. Are banks utilising sales opportunities at hand?Three key points for the reader to take away:1. Understanding of tablet banking propositions2. A feel for current browser experiences after login3. Identify to what extent banks have utilised the salesmonetisation opportunity that comes with tablets


5 Mapa insight series: Reports schedule 2014


5. Digital innovations: Selling within digital bankingchannels – 2nd editionThree key questions to ask as part of the research1. How do banks utilise the different channels from a sales andmarketing perspective?2. How have approaches evolved over the last 12 months?3. What are the key trends and what does the future hold?Three key points for the reader to take away:1. Understanding of different techniques and approaches used2. Get a feel for where the market is moving3. Insight into leading initiatives

6. Digital innovations: Engaging and onboardingbusiness banking customers – 2nd editionThree key questions to ask as part of the research1. What are banks doing to segment their offerings and makethem more relevant and appealing to customers/prospects?2. What are banks doing to engage customers/prospects and bythat draw them into the website?3. How have techniques and approaches in relation to point 1-2evolved over the last 12 months?Three key points for the reader to take away:1. Understand how retail banks worldwide try to engageprospects in the digital space2. A review of niche features available to business bankingcustomers3. Insight into how retail banks worldwide utilise the digitalchannels to generate new customers

7. Digital banking security report – 3rd edition3 key questions to ask as part of the research1. What innovative and different initiatives are currentlyavailable?2. How will these initiatives affect the customer experience?3. What are the key trends and what does the future hold?3 key points for the reader to take away:1. Up-to-date view on developments within the field2. Understand where developments take place and key trends3. Detailed insight into activity from banks worldwide

8. The evolution of point-of-sale mobile paymentservices – 3rd edition3 key questions to ask as part of the research1. What is the current state of play of the mobile paymentsmarket in relation to edition 1-2?2. What new services have come to market (and beingscrapped) in the last 12 months?3. What are the key trends and what does the future hold?3 key points for the reader to take away:1. Up-to-date view on developments within the mobile paymentssphere (point-of-sale only)2. Understand where developments take place and key trends3. Insight into a range of innovative and different initiatives


Mapa insight series: Reports schedule 20145

Next steps:If you are interested in finding out more about the reportsincluding purchasing options please do get in touch withNiklas Olsson: [email protected]



About Mapa



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UK Nordic Asia PacificEdward Chatham Niklas Olsson Mark [email protected] [email protected] [email protected]+44 (0)20 7566 3949 +46 (0)8 509 074 05

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Date post:	18-Nov-2014
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