Rabobank.nl is the winner of the Web Performance Scan Mortgages from October 2015. Rabobank.nl also took home the win in October last year. The WUA! Benchmark shows that the number 1 in the market is chosen a staggering 52.3% more often than number 2. In Digital, the winner takes all! But what does Rabobank.nl do so well? What can you learn from this provider's website? Below are 3 lessons (there are many more, of course)!
1 Confirm to visitors immediately that they're in the right place
What do you think of when you have to visualize a mortgage? Exactly. Houses, euro signs and percentages. On Rabobank.nl's mortgage page, all three of these elements are clearly represented. Through these visual elements on the page, the orienting house buyer immediately knows they're at the right address for a mortgage, which builds trust and invites them to look further. The calculation tool on the landing page also contributes to this. Knowing what you can borrow is the first need for many people when exploring mortgages. By making a quick calculation, this need is immediately met.
2 Make it as easy as possible for visitors: Convenience = King!
A mortgage is a complex product. It's therefore important to structure mortgage information well. Here too, you need to ask yourself: what is the visitor looking for? Rabobank.nl responds well to this by showing only the most important information on the main page. Are you buying your first house? Or are you only interested in mortgage rates? Or do you maybe want to schedule an advisory meeting directly? Through the large clickable tiles, you're immediately one step closer to precisely that information that's relevant to you. Especially on the mobile website, it's important for overview to show only relevant information. This prevents (unnecessary) choice stress and gives visitors confidence that they'll find what they're looking for and won't face unpleasant surprises.
3 Focus on serving two groups of explorers
Besides the quick calculation tool, Rabobank.nl also offers the possibility to build your own mortgage file. This way, the provider succeeds in serving both visitors who first want to make an estimate based on a quick calculation and visitors who want more detailed information about borrowing possibilities. This is reflected in the high scores for Offering.
This way, Rabobank actually responds in 1 environment to two very different visitors with vastly different information needs: the already advanced mortgage shopper who has their numbers in order and maybe has already purchased a house or is about to do so, and the "snack shopper" who wants to quickly see what the possibilities are but would be put off by filling in a multitude of data.
The path to Digital Excellence
Rabobank.nl performs well, but it can always be better, of course. At WUA! we believe you can learn a lot from the best in the industry, and that you should measure your own digital performance against that of the competition. We recently launched a program for this, the Digital Excellence Program. We're curious what you think of it, don't hesitate to contact us!
