Is Your Web site Mere “Wallpaper”?

It can be tempting to overload your Web site with every picture, product and offer that you have.  It’s the proverbial, old-fashioned “throwing spaghetti against the wallpaper” approach.  The reasoning goes something like this: “since it really doesn’t ‘cost’ anything anymore, I’ll show as much as possible on the Web and surely something will catch my prospects and customers’ eyes.”  In fact, a January BAI Banking Strategies article entitled “10 Resolutions for Bank Marketers in 2012”, states otherwise.  Contributing Author James Marous declares: “Don’t Confuse Channel Economy with Channel Effectiveness”.  I tend to agree.

While a good eye for design is certainly key to an effective Web site, being able to appropriately tailor messages and target offers is just as important, if not more so.  When you recognize your customers’ unique needs and circumstances, they will stop seeing your Web site as “so much wallpaper,” or even worse, a repository for useless information.   Pegasystems helps clients overcome the “wallpaper” challenge with our Next Best Action

  • In November, Patrick Tripp (a product marketing manager from Pega) and Tim Crick (from RBS) conducted a webinar entitled, “How to Optimize your Customer's Journey”.  While the session wasn’t Web-specific, Tim did review how RBS applied Pega’s Next Best Action software in their Web site.  
  • In December, the Bank Monitor report from Corporate Insights covered “Online Marketing and Promotion” (subscription needed).  Another Pega Next Best Action software client, Pittsburgh-based PNC Financial Services Group, earned the top spot in this report.  The independently written report stated: “The well-constructed My Offers page helps PNC secure the only “A” rating in this report, as the page presents existing account holders with rotating ads that not only promote new features and options, but include details about each option as well.”

It’s also critical to remember that the Web shouldn’t be in a separate silo from your other channels; a multi-channel hub plays an integral role in a Customer-Oriented Architecture™.  That means your customers get a consistent message regardless of their channel of preference.  Again, Mr. Amous states:  “While social and digital media seems less expensive, it doesn’t work as well on its own as when (it’s) mixed with traditional channels. In fact, recent research has shown that for financial services, many of the traditional channels are more desirable and effective for customers than new media. In addition, many bank customers are not reached at all with phone, email or social media programs.”

So what do you think? Is it time to get rid of that passé wallpaper?