When it comes to Look & Feel, Offer and Brand, Hypotheker tops the rankings in the first six months of 2019. This is due to the high CX score on smartphone that the company achieved in the Mortgage Research (May 2019). This is what you can learn from De Hypotheker.
Hypotheker.nl effectively uses the Cialdini principle
Hypotheker.nl has designed its mobile website so that calculating the mortgage becomes the first step in the customer journey. To help the visitor further, they are asked to fill in their information step by step. First there's a start screen that makes it seem like the visitor only needs to fill in the asking price of a house. Once they've done that, a new screen with three steps appears. This is a good example of how a website can use Cialdini's consistency and commitment principle. Once a visitor has filled in one field, they are inclined to complete the journey (consistency, according to Cialdini*).
In blue subtitle: Calculate here if you can afford the house
High service perception at Hypotheker.nl
Hypotheker.nl scores highest in terms of service perception. By filling in information on different pages (with only one question per page), for example, the visitor is guided to the right choice. After that, the mortgage is calculated and the visitor is led to a test, with which they can find out if they can close the mortgage independently.
Clarity builds trust
Besides this "self-service" concept, the website visitor has the option to contact a mortgage advisor. Hypotheker.nl makes it clear that the advisor is there to give the customer peace of mind. The website is transparent about what the conversation involves and that this is offered free of charge. This clarity creates trust, so the customer doesn't have to worry about unpleasant surprises.
One of many Best Practices
This best practice is one of many from our Digital Sales benchmark report. Learn from the best players in the market through best practices from the research as well as other industries in the WUA benchmark. With the Digital Sales Scan reports, WUA paints a crystal-clear picture for you of best practices at screenshot level. Our experts guide your team through problem areas on your website and help your teams set priorities and concrete next steps. Stay ahead in the race against the competition and see what we can do to help you be the best.
