Creating an effective and seamless user experience on your website is crucial, especially for credit unions. One of the most effective ways to achieve this is by placing calls-to-action (CTAs) above the fold. You can no longer assume users will scroll to see those buttons!

Before we go any further, pull up your credit union’s website and track the following: Where are your CTAs currently located, and how many clicks does it take for your potential member to convert?

If your CTAs are above the fold (aka, you don’t have to scroll to see them) and you can convert within 1–3 clicks, you’re on the right track. If not, there are opportunities being missed. 

Why CTAs Above the Fold Matter

“Above the fold” refers to the area of a webpage immediately visible without scrolling. This is the prime real estate on your website and should be utilized accordingly.

Placing your CTAs above the fold is absolutely critical because it provides:

• Immediate Visibility: Placing your most important CTAs above the fold ensures that they are immediately visible to users as soon as they hit your website. This grabs attention right away and increases the likelihood of engagement.
• Reduced Decision-Making Time: When users don’t have to scroll to find the action you want them to take, it reduces the time they spend making decisions. This can lead to quicker conversions, whether it’s signing up for a newsletter, applying for a loan, opening an account, or whatever the purpose of the webpage is.
• Higher Conversion Rates: Studies have shown that CTAs above the fold tend to have higher conversion rates because they capitalize on users’ initial engagement. Users are more likely to take action when the next step is clearly presented to them from the get go.
  

The Benefits of a Frictionless Website

A seamless and frictionless website is one where users can easily navigate, find what they need, and complete tasks without obstacles. This is particularly important for credit unions, where member satisfaction and trust are paramount. 

A frictionless website benefits your credit union in many ways, but there are three primary gains from frictionless focussing.

1. Enhanced User Experience: Seamless web design minimizes frustrations and makes it easy for users to accomplish their goals. Whether they’re looking to check account balances, apply for a loan, or learn more about your services, a frictionless experience keeps them engaged and satisfied. People don’t always remember easy experiences, but frustrating ones stick like a splinter.
2. Increased Member Retention: When members have positive experiences on your website, they are more likely to return. A poor website could be the final straw for banking elsewhere. A website that’s easy to navigate, however, and provides value, builds loyalty, and encourages repeat visits.
3. Improved Brand Perception: A well-designed, frictionless website reflects positively on your credit union’s brand. It signals to potential and current members that you are professional, reliable, and attentive to their needs. It also signals your credit union is adaptive and up-to-date with current financial needs and trends. 
   

How CTAs and Seamlessness Work Together

Placing your CTAs above the fold and creating a frictionless web experience go hand in hand. Specifically, they work together to improve experience and drive conversions through:

• Clear Navigation: When CTAs are prominently placed above the fold, they guide users through your website without the need for extensive scrolling or searching. This creates a seamless flow from one action to the next, reducing friction.
• Focused Attention: By placing CTAs in the most visible area of the webpage, you ensure any given users’ attention is immediately directed to the key action you want them to take. This focus can help streamline the user journey and increase the likelihood of conversion.
• Experience Consistency: Ensuring CTAs are above the fold on both desktop and mobile devices is essential! You cannot afford to assume that a CTA appearing above the fold on one device means it’s above the fold on all devices. A seamless, frictionless experience across all platforms ensures your users have the same positive experience, regardless of how they access your website.
  

For credit unions, having CTAs above the fold and ensuring a seamless, frictionless website experience is not just a design choice—it’s a strategic move that significantly impacts member engagement and conversion rates.

If you’re ready to boost your website, remove obstacles, and have CTAs that convert, YMC is ready and here to help! Let’s chat and create a website strategy that works for your credit union.