POWERED BY MOMENTUM MEDIA
(February-2002) Lessons from an online world
Provide the most important information first
Do not forget why members have come to the site in the first place. In most cases, they want to know up-front what their balance is and then search for other information of interest. Making sure that the navigation is intuitive is critical so that members can get what they want, quickly.
This is one of the most important aspects of Web development and it may take several weeks or months to structure the site’s navigation and to get it right.
Personalise the experience
Make the information relevant and specific to the member’s needs. Personalise the experience by allocating individual logins for members and delivering targeted information.
It’s not about how cool your site is or how much content it has. Instead, it’s about how you use the Internet to improve the entire customer experience.
Integrate with the Web
Involve the Web as an information channel in everything you do. The Web should not be considered as a stand-alone tool, but rather an essential piece of your overall strategy.
Given that many superannuation sites are education based, the online experience should be an extension of your overall education philosophy by reinforcing key messages established in offline materials — the member experience should be the same across all channels.
Keep it fresh
It is essential that you continue to analyse usage patterns and types of information most commonly accessed to ensure that it’s hitting the mark. But most importantly, keep the site regularly updated by changing the information weekly, or even daily.
You want members returning to the site. Satisfying members’ needs for new information is a way to guarantee repeat visits, otherwise, the site’s credibility can be undermined.
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