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Enhancing member experiences and gaining digital insights

CDCU Finance

Results

  • Launched new website that improved members’ online experience
  • Gained visibility into visitor journeys with behavior maps
  • Increased website health by 55% through quality assurance, SEO, and accessibility scores
  • Reached a 99.5 score for quality assurance
  • Improved SEO score by 22 points
  • Achieved high assurance of smooth, successful new website launch

Goals

  • Deliver a smooth user experience on all devices
  • Understand website visitor behavior and journeys
  • Continually monitor website performance and respond quickly to issues
  • Improve and maintain strong website health
  • Support a seamless member experience that’s not disrupted by a global pandemic

Siteimprove is a pivotal asset to support our team’s data-based decision-making process. The innovation mindset, top-shelf customer service, quality education opportunities and reasonable pricing model has elevated Siteimprove to my favorite digital marketing tool.” - Rose Kilsdonk Vice President of Special Projects at Community First Credit Union

The short story


Community First Credit Union (CFCU) deployed a Siteimprove solution in early 2020 to support their new website project and ongoing marketing efforts. Their goal was to create a modern website that would improve members’ online experience on launch day, and then to continue to provide exceptional service as new content and services are added. CFCU purchased Siteimprove to audit content during development and gain visibility into member behavior once the new site went live. Now with a successful launch completed, the CFCU team uses Siteimprove daily to actively monitor new crawl reports, fix errors that arise, comply with accessibility regulations, assess visitor journeys, audit metadata and alt tags, evaluate analytics, pull readability reports, and more.


By using Siteimprove on its staging site from the start of the project, CFCU launched web content that met the highest quality assurance standards from day one, with both members and internal leadership taking notice.

 

Building on previous Siteimprove success

Member-owned CFCU is home to approximately 556 employees and has 26 branches throughout Northeastern Wisconsin. Headquartered in Neenah, CFCU is focused on digital transformation and creating an online experience that mirrors its highly acclaimed in-person service.

To deepen relationships with members across all product lines and attract new members, the credit union set out to launch a new modern, user-centric website in 2020 that delivered wow-worthy digital experiences. Midway through the project, CFCU brought on Rose Kilsdonk, Vice President of Special Projects, to join CFCU in its website reimagination effort. Kilsdonk had extensive experience leveraging Siteimprove to perform content audit and discovery, gain visibility into site issues, improve quality assurance, enhance accessibility, and uncover opportunities for digital optimization.

“In my past position, I had already seen Siteimprove’s inventory management give my team visibility to more than 26,000 assets on a complex site. It helped us conduct an audit so we could bring only the freshest content to the new site,” said Kilsdonk. “I knew the addition of Siteimprove at CFCU would be vital to achieving the success metrics we’d put in place for the web project.”

With our old site, we couldn’t track, audit or see under the hood. With our new website and Siteimprove, we could do all that to provide the exceptional experiences our members and visitors expect.” Steve Zich Vice President of Digital Marketing at Community First Credit Union Kilsdonk and the lean website project team of 5 people at CFCU, including Vice President of Digital Marketing Steve Zich, immediately saw the value Siteimprove could provide if used to its full extent.

“With our old site, we couldn’t track, audit, or see under the hood,” said Zich. “With our new website and Siteimprove, we could do all that to provide the exceptional experiences our members and visitors expect.” Productivity and efficiency were also important since digital transformation can be especially taxing for a small, internal marketing team. Monitoring all the moving pieces — from quality assurance to accessibility to search engine optimization (SEO) — can take significant staff dedication and management of many different systems. But Siteimprove delivered this functionality to CFCU with an all-in-one platform, and the team now uses it every day.

Leveraging an all-in-one platform’s wide-ranging functionality

Once CFCU added Siteimprove to the new website plan, the team put it to work right away on the staging development site to ensure everything was set up properly before publishing. The Siteimprove technology gave CFCU the confidence to go live without a single hiccup.

Now, the CFCU team finds Siteimprove’s behavior maps within the analytics platform especially revealing. These visual heat maps help CFCU understand how its visitors interact with site content, which in turn allows the team to continually improve member experience.

“The behavioral maps have been incredibly helpful in landing page assessments so we can make sure our content and call-to-action strategy resonates on various devices,” said Kilsdonk.

CFCU also uses Siteimprove to actively monitor new crawl reports so they can fix errors quickly. In addition, the team regularly pulls and shares readability reports with their colleagues on the communications team to keep everyone aligned in the mission to achieve the best member experience with content readers can understand. They also use the policy functionality to establish quality assurance measures for any information changes.

“We’ve had 100% uptime but having the response functionality set up gives us an even better night’s sleep knowing it’s always monitoring our system and will alert us if an issue is detected,” said Kilsdonk.

The meta tag area in Siteimprove provided excellent pre- and post-launch tools, allowing CFCU to monitor its inventory of description and alt tags to gain a well-rounded perspective of its overall SEO health and take action to improve.

“I really like how the solution helps us track our SEO progress. The insights we’ve gotten have already made a measurable impact, and we have yet to leverage all of the functionality provided. It’s something we’re continuing to improve on, and Siteimprove gives us the map to do it,” said Zich. In addition to SEO recommendations, CFCU plans to dive deeper into Siteimprove features such as member feedback, ads, and performance.

The behavioral maps have been incredibly helpful in landing page assessments and making sure our content and call-to-action strategy resonates on various devices.” Rose Kilsdonk Vice President of Special Projects at Community First Credit Union

Equipped for the pandemic

When the COVID-19 pandemic unexpectedly shuttered in-person visits to branch lobbies in early 2020, the ongoing effort to launch the new site gained a new level of significance. While the trend toward delivering more and better digital services had already been building — the pandemic accelerated the momentum. “We went remote in the middle of a pandemic while preparing to launch a website,” said Kilsdonk. “Having tools like Siteimprove go with us made the process pretty seamless and provided a lot of assurance.” Even during a remote season, the team was able to build new skills through courses offered in Siteimprove Academy, where customers can receive training on everything accessibility, analytics, SEO, and more. “Siteimprove’s educational resources are top shelf,” said Kilsdonk. “Our digital marketing intern just loves Siteimprove. Not only does it help her do a bangup job of the daily monitoring of the site, she has taken full advantage of the Academy sessions and is actively building out her certifications.”

With Siteimprove, we’re able to see the customer journey — where our users are coming from and when they are taking action on our CTAs. As we advance our digital environments, we’re able to make decisions based on behaviors we observe and craft products and services our visitors are interested in.” Steve Zich Vice President of Digital Marketing at Community First Credit Union

Making measurable progress toward digital transformation

In the first three months following the launch of its new website, CFCU has already seen measurable improvements in delivering a seamless digital experience for its members. CFCU’s DCI score has increased by nearly 55%, now well over the industry’s benchmark. They have also achieved a 99.5 score for quality assurance and improved their SEO score by more than 22 points. “The best ROI you can have is knowing your visitors have a seamless online experience,” said Kilsdonk. “That’s why we’re incredibly proud of our quality assurance metric and Digital Certainty Index score. Improving our metrics has become almost a game for our team – seeing just how far we can go surpassing benchmarks and meeting our goals.” While the team is still stockpiling data trends over time, CFCU has seen increased site traffic since the launch. They’ve been able to position the credit union to grow membership and relationships through the site in a way they previously weren’t able to. “Using Siteimprove allows us to surpass doing just a good job and set our sights on doing an excellent governance job, enhancing our organization’s digital presence,” said Kilsdonk.

Organization

Community First Credit Union

Industry

Finance/Banks/Credit Unions

Customer since

2020