Moolah, bread, cheddar— no matter what you call it, there’s a lot of it to be made in the world of fintech. Between lending, payments, insurance, and more, the fintech industry has disrupted just about every category under the finance umbrella. As such there are nearly 30,000 fintech startups looking to grab a slice of the $180 billion industry.
With the fintech space becoming more and more crowded, it’s time for brands to think critically about incremental changes they can make to their marketing strategies to come out on top. One place fintech companies should focus their efforts is on their websites.
In this blog post, we’ll explore three different website optimization ideas for B2C fintech companies. Because these types of businesses support individuals’ finances— something that stresses out 70% of Americans, B2C fintech businesses must implement a unique set of strategies to win business while alleviating the anxiety most feel when talking about money.
Keep reading to learn about three website optimization ideas specifically for B2C fintech businesses.
Build Trust Through Relevant Social Proof
With American consumers losing nearly $8.8 billion to fraudulent schemes annually, it’s critical for legitimate fintech businesses to go above and beyond to build trust with prospective customers.
One tried and true way to do this is by experimenting with social proof. Customer reviews as well as industry awards are two forms of social proof that many fintech brands leverage to communicate the legitimacy of their business and the services they offer.
The below homepage section pulled from peer-to-peer lending company, Lending Club’s, site features a quote from a customer thanking Lending Club for helping her through a difficult financial situation. By including a review from a real customer, the brand conveys that not only are they a legitimate company but that they can be trusted to support customers through their financial issues.
Eliminate Unnecessary Jargon
According to Standard & Poor's recent study, only 57% of US adults are considered financially literate meaning they understand concepts like risk diversification, numeracy, inflation, and compound interest. With complicated topics like these making the world of personal finance unwelcoming to many, you need to make sure your B2C fintech website caters to consumers with varying levels of financial literacy.
One easy way to do this is by leveraging plain language—a jargon-free and concise writing style that site visitors can understand the first time they read it. Although you may not be able to avoid jargon 100% of the time depending on what kinds of products or services your B2C fintech company sells, you should aim for copy that scores an 8th-grade reading level in readability tests.
Leveraging free readability checkers like this can help you understand if your copy is too jargon-heavy. By eliminating esoteric vocabulary from your B2C fintech website you can appeal to those who may not be familiar with all financial concepts. Plus, the majority of people prefer plain language writing so it’s win-win!
Make Your Site Goal-oriented
69% of those who made resolutions for 2023, committed to financial goals for the new year.
To appeal to goal-setters think about centering your website around what you can help your customer achieve, rather than just listing your product features.In the example below, a financial advisory company, Betterment, lets visitors know that the brand’s service can make visitors’ dreams a reality. Below their aspirational headline and subheadline, Betterment shows visitors that they can use the service to save towards exciting life milestones like a wedding or purchasing a home. These graphics help to crystalize the value of Betterment to visitors, and for some may even evoke emotion.
We hope these website optimization ideas give you the inspiration you need to start running fresh experiments on your B2C fintech website.