#4116: How Zing Credit Union Leveraged A/B Testing to Achieve a 66% Conversion Rate...

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MetriFi’s Co-founder Derik Krauss and Zing Credit Union, VP of Strategic Outreach Rachael Calderon joined the show to discuss A/B testing for their website and and why every credit union should do it -- especially after Zing achieved a 66% conversion rate, which is explained further in our conversation (pay attention to heat mapping).

Derik briefly shared the premise behind A/B testing when it comes to credit union websites and addressed why every credit union do it having conducted more than 100 A/B tests on credit unions websites -- which has resulted in some groundbreaking work on AI visibility.

Rachael discussed her credit union's success story -- why they needed A/B testing, how they conducted these tests (sharing examples), and other results besides the 66% conversion rate.

Lastly, Rachael and Derik provided sage advice for credit unions based on what you all have learned through these A/B test findings -- with Derik sharing four things to make your website have better conversions.

Q&A
What is A/B testing and how does it apply to credit unions?
A/B testing involves comparing two versions of a webpage to see which one performs better in terms of user engagement, such as signing up for loans or accounts. It allows credit unions to make data-driven decisions rather than relying on guesswork.
What are some key insights from A/B testing that credit unions have learned?
Credit unions have found that making rates prominent, placing calculators next to rates, and having clear calls to action significantly improve user engagement and conversion rates.
What role does heat mapping play in optimizing credit union websites?
Heat mapping helps identify which areas of a webpage users interact with the most. This data can inform design changes that prioritize content users care about, ultimately leading to higher conversion rates.
What is the significance of having a clear call to action on a credit union's website?
A clear call to action guides users on what to do next, making it easier for them to engage with the credit union's services and increasing the likelihood of conversion.
How can credit unions leverage insights from A/B testing to improve their websites?
By analyzing the results of A/B tests, credit unions can identify successful strategies and apply them to their website design, ensuring they meet user needs effectively.
Why is it important for credit unions to continuously test their website designs?
Continuous testing helps credit unions avoid costly mistakes and ensures that their website evolves based on user feedback and behavior, leading to better performance.

Check it out and let us know your thoughts. And be sure to watch the entire episode below for all the details.