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Zions Bank Supports its Brand with Holiday Graphics

By Jim Bruene on January 2, 2013 8:01 PM | Comments

image Before we move on to more weighty matters, here's one last example from Holiday 2012.  Zions Bank had the most decked out website we've observed in the past two weeks. Because it ranks just outside the 20 largest U.S. banks, it didn't make last week's holiday roundup. But since it was so decked out, I thought it was worth a followup.

On New Years Day, Zions had holiday-related messages playing on three of its six rotating homepage themes.

  • EZ Budget, its budgeting tool that helps track and manage spending for an event (previous coverage of the tool)
  • General mobile banking pitch with a "tracking holiday spending" use case
  • Happy New Year greeting

Bottom line: Without breaking the bank, Zions projects a timely, modern look that supports its brand.

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Zions Bank hompage featuring EZ Budget spending tracker (1 Jan 2012)

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Zions Bank homepage featuring mobile banking wrapped in holiday theme

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Zions Bank homepage with "Happy New Year" greeting

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Holiday Themes: ING Direct Offers Up Anti-Black-Friday Tease

By Jim Bruene on November 25, 2009 1:34 PM | Comments (1)

imageRarely does ING Direct disappoint when it comes to adding a little holiday pizzazz to its website. And it's no turkey this year.

The bank's homepage is given over entirely to a flash animation that starts with its trademark orange ball rising over a cityscape. Then a decked-out turkey joins the scene and its revealed that its a play on tomorrow's NYC Thanksgiving Day parade balloons.

But the more interesting development is the small orange "Black Friday" sale tag in the upper right corner (see inset). ING Direct has four Black Friday specials that will be revealed at one past midnight this Friday at <ingdirect.com/blackfriday>.

imageWe are sworn to secrecy on two of the deals, but we can tell you that there will be a $683 discount (the average amount American's spend on holiday gifts) on ING mortgage products (currently 3.75%) and a 20% off ShareBuilder deal.

The Black Friday tease was also emailed to ING Direct customers this morning (see inset).

My take: The Black Friday promotion, which is being pushed out to media outlets in advance of Friday, is brilliant. It plays perfectly into the more-conservative budget mindsight in the country and gives the press something else to write about beside the long lines at Best Buy at 4 AM Friday.

Grade: An A+ and an extra helping of sweet potatoes to ING Direct for both timing and creativity.  

In a quick survey today of the 25 largest retail banks, three others had holiday promotions or themes: 

ING Direct (USA) homepage (23 Nov 6 PM Pacific)

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ING Direct black friday landing page (25 Nov 2009)

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Zions Bank homepage (23 Nov 7 PM Pacific)
Note: Trusteer promotion on homepage

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Wells Fargo homepage (25 Nov 2009, 1 PM Pacific)

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Note: For future reference, this post was made on the day before Thanksgiving.

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Zions Bank Replaces Holiday Gift Planner with eZ Budget Site

By Jim Bruene on November 23, 2009 6:07 PM | Comments

image Last year, I discovered a cool little web-based PFM app from Zions Bank, the Holiday Gift Planner (see previous post). It helps plan and track holiday gift lists and purchases (see second screenshot below).

I used it to track 2008 holiday purchases for our kids. I credit the app with not only keeping us on budget, but making the process a little less harried. I liked it so much, I awarded it with an OBR Best of the Web award. My only complaint: it should be an iPhone app.

But this weekend when I clicked my bookmark for the site to enter my son's "wish list", I received an error message, "site not found." I was afraid Zions had discontinued the service. After a search, I found that the site had been replaced by a similar, but more advanced PFM site, called Zions Bank eZ Budget (running on its own URL).

eZ Budget remains free and open to anyone, customers or non-customers. It still has the gift planner module which is very similar to last year's model (second screenshot). One addition: integrated links to the Zions website to see savings or financing options (see top-left in screenshot 2). And like last year, a Zions banner ad runs across the top.

But it's been expanded to have three other robust planning modules:

  • Monthly planner (screenshot 3)
  • Project planner (screenshot 4)
  • Event planner (screenshot 5)

Unlike last year when the gift planner was plugged on its homepage, there is no mention of the PFM module on the bank's website. However, eZ Budget is prominently mentioned on the bank's Facebook page (screenshot 6). And according to Compete, the new site has about double the traffic, 4,000 unique visitors, compared to 2,000 a year ago.

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Source: Compete, 23 Nov 2009

My take: This is a simple and cost-effective way to provide basic budgeting tools to bank customers. I wish Zions had also kept the standalone Holiday Gift Planner which had an attractive holiday look and was less daunting to begin using. But I can understand why the bank would not want to support two planning tools. More importantly, the iPhone version is still on my wish list. More on that tomorrow. 

1. Zions eZ Budget homepage (23 Nov 2009)

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2. Gift Planner module
Note: Default setting is "Christmas"; but can choose Birthday, Valentines, Wedding, Mother's day, Father's day, Hanukkah, or create your own.

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3. Monthly Planner module

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4. Project planner module
Note: Default setting is "home remodel"; but can choose landscaping, baby room, or create your own.

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5. Event planner module
Note: Default setting is "wedding"; but can choose birthday, vacation, or bridal shower or create your own.

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6. Zions Facebook page (link)
Note: Zions is giving away a $100 Best Buy card each month to new Facebook fans.

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Note:
1. For more information on the PFM space, see our Online Banking Report on Personal Finance Features.

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New Online Banking Report Published: Online Account Opening

By Jim Bruene on June 23, 2009 11:26 PM | Comments

imageWe just completed our latest Online Banking Report. It will be mailed to subscribers this week.
It's also available online here. There's no charge for current subscribers; others may access it immediately
for US$495.

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Improving Online Account Opening ROI
Ten strategies to increase online application conversion rates

102 pages (published 21 June 2009)

In this report (abstract PDF), we focus on ways to increase conversions and improve your results when opening financial accounts online or over a mobile phone.

clip_image002The online application is the new branch new-accounts desk. And, just as you provide ongoing support, training and incentives to branch-based sales staff, you must continually fine-tune your online sales process.

In our experience, this is an area that needs attention at most financial institutions. Things have greatly improved during the 10+ years we've been tracking online applications. However, during the research for this report, we reached dead-ends at three of the 10 applications tested (note 1). That just can't happen.

The report outlines a 10-step approach to improving the process: 

  • Direct users to the application
  • Set expectations
  • First things first
  • Guide customers
  • Bundle mobile access & alerts
  • Upsell
  • Fund
  • Ask for referrals
  • Stay in touch
  • Humanize the process

We reviewed the online applications of the following companies:

  • Bank of America
  • BECU (powered by uMonitor)
  • Capital One
  • Chase Bank
  • First Arkansas Bank & Trust (powered by FirstROI)
  • Flagstar Bank (powered by uMonitor)
  • HSBC Direct
  • Huntington Direct (powered by CashEdge)
  • M&I Bank
  • National City
  • Verity Credit Union (powered by Andera)
  • Wells Fargo
  • Zions Bank

Finally, a 10-year forecast for online account-opening volumes in the United States is presented.

M&I Bank has an attractive and informative application start page (9 June 2009)
Note: The online banking guarantee at the bottom is a good way to improve user trust.

M&I Bank online application start page

Note:
1. Granted, user error was the problem in two of the three failed apps; however, we weren't purposely trying to make mistakes. The online application should have provided assistance in correcting them, rather than leaving us hanging.

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Zions Bank also offers Trusteer Rapport

By Jim Bruene on June 10, 2009 5:01 PM | Comments

image In yesterday's post, I missed an important client of Trusteer's anti-malware software. Zions Bank, a leader in showcasing its online security efforts (see 2006 post on multi-factor authentication), is the only Trusteer client to feature the program on its homepage (see below).

Zions Bank home page (10 June 2009)

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Zions Bank security page (link)

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 Zions Bank Rapport page (link)

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Best of the Web: Zions Bank's Holiday Gift Planner Wraps Personal Finance into a Neat Package

By Jim Bruene on November 28, 2008 2:40 PM | Comments (1)

imageAs I was publishing my earlier post on the Thanksgiving message on the Zions Bank homepage, I noticed a small Holiday Gift Planner banner in the lower left corner (see inset below). Expecting to find a pitch for Visa or MasterCard gift cards, I clicked on it and was surprised to find a very cool holiday microsite called at MyHolidayGiftPlanners.com (see screenshot 1 below and note 1).

imageThe gift planner is a personal financial management tool for planning, budgeting, and tracking holiday gift expenditures. Users create a gift list for each person by entering a budget amount per person, an estimated cost for each planned gift, and then later the actual amount spent.

The tool does all the math, tracking progress against each recipients' gift list and how the total holiday budget is faring (see screenshot 2). It even includes a space for capturing gift-buying notes (see below). This year's list will be archived to provide a handy reference for next year. Hopefully, the bank will use email to draw users back next year.

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Consumers could do the same thing on a spreadsheet or within most personal finance programs. However, Zions has built an elegant solution that is faster and more convenient. I've always done this for my kids on a piece of paper which I inevitably lose and/or leave out on the table where anyone can read it. I look forward to keeping this list bookmarked and password-protected on my computer this year. 

Anyone can use the program, you needn't be a Zions customers. It takes seconds to sign up inputting name, email address and password (see screenshot 3). The site gently cross sells credit cards to pay for itself. There's a banner that runs across the top of the planning page (screenshot 2) and a link to special cardholder discounts on the main page (screenshot 4).

Zions should turn the planner into an iPhone/Android app to help users track gift purchases on the go and avoid the need to print the list prior to the trip to the mall.

obr_bestofweb Bottom line: The Zions gift planner is a great example of how to creatively use branded financial management tools to both help customers and create synergy with banking products. We're giving Zions our sixth OBR Best of the Web 2008 award for creating a simple solution to help customers avoid holiday overspending, a pesky personal finance issue that is top-of-mind this year. 

 

1. Homepage of Zions Bank's gift planner (28 Nov 2008)

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2. A credit card cross sell runs across the top of my personalized gift planner

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3. Email address is captured for future marketing purposes

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4. Credit card discounts are displayed along with an credit card application

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Note:

1. Evidently the planner was available in early December last year. The first blog mention was 7 Dec 2007.

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Zions Bank Posts Thanksgiving Greeting on Homepage

By Jim Bruene on November 28, 2008 1:24 PM | Comments

image Zions Bank joined the very short list of major financial institutions that bother to alter their homepage during major holidays. ING Direct usually posts timely messages on its otherwise spartan homepage, most recently on Halloween (see also last 4th of July, last Christmas).

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Zions Direct Uses eBay to Auction New-Account Vouchers

By Jim Bruene on January 18, 2008 10:36 AM | Comments (1)

Link to Zions eBay store While not the first bank to experiment with eBay auctions (see note 1), Zions Direct is the first to open a dedicated site within eBay and the first to sell "new-account vouchers" (see screenshots below).

Apparently the vouchers, listed in the gift certificate category, skirt eBay rules against auctioning financial services. The buyer of the certificate can redeem them for a cash deposit into their Zions Direct brokerage account. Zions Direct also auctions CDs every week directly on its website (see previous coverage here).

Bidding starts at $0.99 for the vouchers which range in value from $500 to $1,000. Bidders can pay via PayPal or check. The amount of the voucher is deposited directly into the buyer's Zions Direct account, which is required to redeem the voucher. So not only are buyers receiving cash at a discount, they also can earn frequent flyer miles and a free grace period if their PayPal account is connected to a rewards credit card. There is no requirement that buyers be new customers, nor are their limits on how many certificates can be purchased. In fact, bidder shecdoggy bought 5 of the vouchers totaling $4,000 at a total discount of $72.50.

So far the bank has sold 16 vouchers worth at total of $12,800 to 9 unique bidders for an average of $12.50 less than face, a discount of 1.6%. And there are currently 10 vouchers up for auction (see screenshot below). As more people have caught on, the spread has been reduced to less than 1% on recent auctions (see past and present listings here, Zions Direct eBay store here).   

Analysis
From a marketing perspective, this is brilliant, at least in the short run. For a cost of $15.95/mo for a basic store, and $30 to $40 per voucher (mostly in eBay/PayPal fees), the bank gets its name on eBay, numerous mentions in blog posts and press stories, a cool ad on its homepage (see screenshot below), positions itself as innovative and provides customers a nice little spiff.

Long-term, however, the terms will have to be adjusted or the bank will just be handing over easy money to the "gamers." The certificates will be purchased at face, or slightly over, by existing customers who rack up frequent flier miles and a do a little interest arbitrage during their credit-card grace period. The bank will need to lower the amount of the vouchers to $100 to $200 to reduce the potential for gaming, or if possible, restrict purchases to one per customer. Another cost reduction tactic would be to disallow PayPal payments, but that would reduce the effectiveness of the promotion. 

Zions Direct Auction Listing

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Zions Direct eBay Store

 

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Zions Direct Homepage (18 Jan 2008)

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Note:

1.  In the late 1990s PNC Bank was the first to try CD auctions. In 2004, WaMu used eBay technology in a market test (see previous article here).

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Future Friday: CD Auctions at Zions Direct

By Jim Bruene on March 30, 2007 5:25 PM | Comments

Several banks, including PNC in the bubble days and WaMu through eBay in early 2004, have tried auctioning certificates of deposit (see Online Banking #104). Those first attempts were aimed at retail depositors, an unlikely audience for a several reasons. First, the demographics of retail CD buyers is decidedly older and they tend to be fiscally conservative, not the right group for a new-fangled way to buy from the bank. On the other hand, CD auctions are a great way to introduce a bit of Web 2.0-style innovation into what is mostly a commodity.    

Zions Direct: Results of Mar 27 CD auctionSo Zions Bank, through its Zions Direct division, has chosen a different path. Instead of creating an eBay-like environment for retail investors, it is using its non-bank investment division to sell CDs like the Treasury Dept sell t-bills. The certificates are sold at a discount to par, resulting in an acceptable yield for the bidders. 

Analysis
While PNC and WaMu's efforts were clearly just market tests that were shuttered after a few months, the Zions auction platform is full-featured. It appears to have staying power provided the bank is comfortable with the prices its paying. 

Clearly, this is not a retail playground. There were 20 bidders making a total of 28 bids with a median bid dollar amount of just $10,000. However, there were three huge bidders, all playing with $2 million in cash, that set the final prices. Most likely it was someone in a large company treasury department looking to increase its yield on excess cash by a basis point or two.   

But even though the big money sets the rates, the small depositors can still win since everyone received the same "market-clearing" rate. For example, four of the 14 winning bidders in the March 27 auction were small CDs of less than $5,000:

Winning bidders by size of deposit:

  • 4 had $1,000 to $4,000 
  • 5 had $8,000 to $20,000
  • 2 had $90,000 to $100,000
  • 1 had $200,000
  • 1 had $536,000 (partial fill of $2 million bid)
  • 1 had $1 million (they also had non-winning $2 million bid)

It makes sense to set rates for large deposits this way. It mimics the way the capital markets already function. And it allows motivated smaller depositors to join the "action," receiving what they are likely to perceive as a fair price since it was set on the open market. Some day, the majority of CD dollars will be sold this way.

Finally, an added bonus for the first-mover, it positions Zions as innovative, fair, and looking out for its customers. The word of mouth and press attention should quickly pay back the investment Zions made in the platform.

More information:

  • Press release here
  • American Banker article here
  • Online Banking Report #104 here

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Zions March 27 CD Auction Results
(see screenshot right or view archived page here

Product: $2,000,000 in 5-month CDs

Bidders: 28 bids from 21 bidders

Final Price: 5.506% rate

Start date: 20 Mar 2007

End date: 27 Mar 2007 (6 PM EDT)

Discussion: Two $2 million bidders tied at the market-clearing rate, one ended up with a partial funding of $537,000 and one ended with zero, so had Zions made more money available, it could received total deposits of $3.6 million at 5.506% rate.

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Zions launches SecurEntry powered by PassMark

By Jim Bruene on July 27, 2006 9:23 AM | Comments

Zions_logo_2Zions Bank <zionsbank.com> is one of the early entrants in the parade of banks and credit unions rolling out multi-factor authentication this year. The Utah-based bank is using the PassMark/RSA <passmarksecurity.com> system pioneered by Bank of America last year (NB May 26, 2005).

Although there are compliance and security reasons enhancing security, the biggest benefit is marketing and PR. Just today, highly influential Wall Street Journal columnist Walt Mossberg urged readers to ignore financial institution emails saying, "...never, ever consider any email from a financial institution as legitimate." Ouch.

Zions_home_1

SecurEntry positioning
While we like the SecurEntry name, its page-dominating position on the Zions homepage (see above) is a bit over the top. Granted, they are in education mode as they race to enroll every customer within the next two months. But there's a reason why bank branches in high-crime areas use Plexiglas enclosures instead of steel bars; you don't want to make your customers afraid. The best security measures are subtle and discourage criminals without overly impacting the 99.9% of your customers who would never try to make off with the contents of the cash drawer.

It would work better to place the SecurEntry logo near the log-in area in the upper-right. That way, customers concerned about security could click-through to learn more, and customers that weren't already paranoid could go about their banking business without feeling new insecurities.

How it works
SecurEntry is a multi-factor authentication scheme identical to that used by 20 million customers of Bank of America, Stanford Credit Union, and others (see NB April 12). The new system, launched July 11, is optional for the first two months and becomes mandatory on Sept. 8. The bank estimates it will take five minutes to enable. Zions posted a Flash and HTML demo explaining the system, a one-page Quick Reference Guide (PDF), seven-page illustrated tutorial (PDF), and 11-question FAQ

Off-topic: brief homepage critique
Zions' new homepage design is hard to judge. Taken individually, the modern graphics and succinct copy are excellent. However, the overall effect is way too busy, with too many elements screaming for the user's attention. The bank needs to better prioritize what they want to communicate on the homepage. The main points can be emphasized with strong graphical treatment while less-important areas are reachable through more subtle navigation, such as sub-menus.

--JB

 

To learn more about how to promote online security and peace of mind, check out Marketing Security: The sensitive issue of publicizing security and authorization enhancements from our sister publication, the Online Banking Report.

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Notes from BAI's SmartTactics Conference

By Jim Bruene on April 24, 2006 7:40 PM | Comments

Bai_smarttactics_logo_1Several interesting tidbits surfaced from today's presentations at BAI's SmartTactics conference in Las Vegas:

Citibank online account acquisition
In 2002, 6% of Citibank's new checking accounts were generated online; in 2005, the number was 20%.

Our comments: Keep in mind that Citi's experience is unique. It has a huge brand and relatively small branch network, so many of its new accounts have no choice but to open online, or over the phone. And part of the growth can be attributed to non-checking products, such as its high-yield savings, that REQUIRE a companion checking account.

Bank of America's SiteKey rollout
The rollout of mandatory two-factor authentication is complete, except in Oregon and Washington where it is expected to go live in June. Prior to becoming mandatory, users had a period of time where it was an optional feature; however, only 8% opted in during this phase. When the PassMark-powered system became mandatory, users were served notice during their first two logins that they needed to sign up before it became required on the third login. Only 4% signed up during the first two warnings, and 96% put it off until the third try.

Note: PassMark was acquired by RSA Security today.

Our comments: Taken together, only 12% of users opted for stronger security before it was required, far below the 60% or so that say they want more security in consumer-research studies.

Zions remote deposit-capture results
Zions Bank has grown its remote-deposit client base from 364 in January 2005 to 3,697 in January 2006, and they are adding nearly 100 clients per week. The bank has bagged more than $200 million in incremental deposits and has increased loans and fee income. The Utah bank is now looking for new business worldwide with clients in 49 states and five countries outside the United States. It has clients of all sizes, from the Fortune 500 to small businesses that use it for just one check per month.

Our comments: If you needed ammunition to move this up the priority list, keep your eye on Zions: It said that its main problem now is just keeping up with the all the requests.

Research results from Yahoo Search Marketing
A Forrester study of all U.S. banking customers (not just online bankers), commissioned by Yahoo and OgilvyOne Worldwide, found that 61% of all banking-product research is being done online vs. 5% via phone and 30% in branch. Similarly, 64% of account monitoring is now down online vs. 16% via phone and 13% in-branch. But account opening at branches still dominates at 84% of new account openings, compared to 14% online and 2% via phone. 

Yahoo also said they expect 50 million online credit card applications in the United States this year.

Our comments: Wow, time to pull out all the stops in your online account-opening initiatives.

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