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20 Mobile Banking Landing Pages

By Jim Bruene on July 3, 2014 5:58 PM | Comments

image Last week, I caught up with the USAA folk to share thoughts on the future of mobile banking. They explained how they are converting visitors on the mobile web to their native app with a popup (interstitial) prompt (see inset). It's the first time, I've seen a bank use that desktop technique on the mobile web.

It had been more than a year since I took a tour of major banks using my phone's browser (Safari, iPhone 5, iOS7). The last time it was a relatively uninspiring. Several banks showed a mobile optimized view, but most defaulted to their desktop PC view which is unusable without tedious "pinch and zooming." And no one pushed users to the native app.

Today, that's changed dramatically. Of the 20 major mobile banking website I visited, only one (Citibank), delivered a desktop PC view (and that varied depending on which URL was used to enter the Citibank site). And 4 of the 20 pushed their mobile app heavily (and 3 more showed a download link to the app store).

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Recommendations 
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  • While there has been much talk about pushing customers to less-costly HTML5 and  responsive design mobile websites, it's still an app world (1 million and counting on iOS alone). And that's not changing if Apple has anything to say about it. If you have a native app, make sure your mobile customers know about it.
  • Every mobile web front landing page should include a prominent link (above the fold) to your native app(s). And it's not enough to simply show the Apple and Android app store logos. That's too subtle for many novice smartphone users.
  • The call to action should list at least one benefit to the native app. Facebook for instance simply says, "browser faster."
  • Test an interstitial landing page such as the one currently used by USAA. Users can choose "remind me later" if they want to defer their decision to download the app, or they can kill the interstitial permanently by choosing "no thanks."


Table: Mobile Web default view from 20 major mobile FIs
Key: Native promo = Promotes native app
Mobile web = Delivers mobile optimized view
Pinch & Zoom = No mobile optimization on main landing page, requires pinching and zooming to navigate

  Mobile Optimized View? Native App Call to Action? App Store link? Large Promo?
Native app promo        
Bank of America Yes Yes Yes Yes
Barclays (UK) Yes Yes Yes Yes
Moven Yes Yes Yes Yes
USAA Yes Yes Yes Yes
Mobile web        
American Express Yes No No No
BB&T Yes No No No
BECU Yes Yes No No
BMO Harris Yes No No No
Capital One Yes No No Yes
Chase Yes No Yes No
Fifth Third Yes No No No
ING Direct (Turkey) Yes No No Yes
Regions Yes* No No No
Schwab Yes Yes Yes No
Simple Yes No No Yes
SunTrust Yes No No No
US Bank Yes No No No
Wells Fargo Yes No Yes No
Pinch&Zoom        
Citibank Varies by URL No No No
GoBank No No No No
*Regions uses popup to provide choice of mobile view or full website
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