If you've been in the business as long as I have, you sometimes forget that not everyone is banking online. Even among online users, the penetration has only recently reached the 50% mark (U.S. totals, see OBR 125).

Evidently, banking website strategists also lose sight of this fact. Because banking sites too often seem to ASSUME consumers are willing to transact online. Yet, most consumers, even those registered for online banking, need reinforcement and encouragement to be assured that online banking is a safe and sound practice.

We've reviewed the all-important security messages in great detail (see previous NetBanker articles). But you should periodically run promotions and messaging highlighting the advantages of banking online.

While we love a good sweepstakes that encourages online transactions such as bill payment, good old-fashioned testimonials are also a great tool to encourage usage. Bank of America demonstrates how it's done with a large homepage graphic touting its 15 million users, the largest online banking base in the world (click on inset for a closeup).

Clicking on the graphic leads to a simple landing page (click on screenshot right) that includes:

· three testimonials running across the top

· security reassurances in the box on the right

· a prominent "enroll now" button on the right

· several benefit statements in the copy

· link to the log-in page for already enrolled customers

--JB