The Problem
Transitioning users to a new digital banking platform can be challenging. Members often face confusion, frustration, or account lockouts when accessing updated systems. FFCCU needed a seamless migration plan to ensure members could navigate the transition to a new app smoothly, minimizing disruptions and preserving member satisfaction during the launch of its revamped digital banking experience.
The Solution
FFCCU launched a comprehensive campaign to guide members through the transition. Teaser images started the campaign, to pique member interest with the phrase “don’t get left in the dark…” prompting members to click on ads and other digital campaign tools to learn what was going on. Once hooked, the campaign provided clear instructions, creative messaging, and a myriad of both written FAQs and instructional videos to help members prepare for the new platform and ensure a smooth onboarding experience.
Action Steps:
- Developed engaging teaser content for pre-launch communications and deployed it across email, website pop-ups, social media, and in-branch visuals.
- Focused messaging on login changes, re-enrollment, and system downtime to prepare members for the transition.
- Created comprehensive member resources, including FAQs, video tutorials, and quick-start guides for step-by-step pre- and post-launch instructions.
- Added clear instructions to platform and app login pages to help members navigate the new system confidently.
- Trained frontline staff to handle in-person and phone inquiries, ensuring a seamless transition for members.
Results:
- 41% increase in mobile app users in first month
- 16.2% increase in total users from organic traffic in the first month post-launch
Drive Engagement with Member-Focused Solutions
FFCCU’s digital banking launch highlights the value of proactive communication, creative campaigns, and accessible tools in ensuring a smooth transition. Looking to make your next big change a success? Contact Ladderside Marketing to craft campaigns that elevate your brand and serve your members.
