@MrJackANick @unbounce #unwebinar

Jack Nick Sr. VP, Digital Experience Manager First Midwest Bank

How First Midwest Bank Uses Secure Landing Pages in a Regulated Industry

Thank you for joining us! We’ll be starting in just a few minutes.

Princess Cornelio Marketing Educator

Unbounce

Recording and slides will be sent out by the end of the week

try.unbounce.com/for-finance-industry-landing-pages

Build, publish & A/B test landing pages without I.T.The mobile responsive landing page builder for professional marketers

SOME OF THE WORLD’S MOST RESPECTED COMPANIES TRUST UNBOUNCE

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Princess Cornelio

Marketing EducatorUnbounce @daprincesita

@MrJackANick @unbounce #unwebinar

Join our chat on Twitter

Jack Nick

Sr. VP, Digital Experience Manager First Midwest Bank @MrJackANick

How First Midwest Bank Uses Secure Landing Pages in a

Regulated Industry

@morys @unbounce #unwebinar

Where we’re headed today

• Perception of banks

• About First Midwest Bank

• Collect leads via lead aggregators

• How SSL unlocked a new door of opportunity

• Why Unbounce

• Q&A

• Demo on how to enable SSL on your Unbounce landing pages

@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MrJackANick @unbounce #unwebinar

PERCEPTION OF BANKS

01

@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar

• Traditional

• Boring

• Conservative

• Low tech

• Brochureware websites

• Highly regulated

• Trustworthy

What people think of banks

@MrJackANick @unbounce #unwebinar

ABOUT FIRST MIDWEST BANK

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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar

• Checking

• Savings

• CDs

• Mortgages

• Home Equity

• Personal Loans

• Investments

What we actually do

@MrJackANick @unbounce #unwebinar

COLLECT LEADS WITH LEAD AGGREGATORS

03

These platforms will connect consumers with a handful of banks that the consumer is researching. BUT, there’s a hard cost associated with each lead.

Non-bank websites can source you leads

Bankrate Lending tree

@MrJackANick @unbounce #unwebinar

Never start a campaign without a dedicated landing page

20%

A/B testing is critical. Even when your hypothesis is wrong, you still learn something important.

@MrJackANick @unbounce #unwebinar

Always be testing

Form on the left showed 10-40% lift in conversions vs. the form on the right.

@MrJackANick @unbounce #unwebinar

CRO is a continuous process

Leverage our learning that form on the left does better and create new hypotheses (e.g., How do people respond to people?)

The results? They differ by product and state. It’s not a one size fits all.

42% - Indiana

47% - Illinois

150% - Virginia

26 different landing pages for one lead source for one product.

@MrJackANick @unbounce #unwebinar

CRO is a continuous process

This discipline has contributed to over $10 million in loans this year.

17.65% conversion rate 52.11% conversion rate

195%

@MrJackANick @unbounce #unwebinar

HOW SSL UNLOCKED A NEW DOOR OF OPPORTUNITY

04

Online banking requires SSL

This landing page has contributed to over $1 million in new loans in 5 months. Not possible without SSL.

Unbounce form embedded on a normal webpage Landing page

20%

@MrJackANick @unbounce #unwebinar

SSL-enabled landing pages provided a new way to connect security-conscious customers with a banker

No more brochureware. This landing page has contributed to over $5 million in new loans in 2015.

Homepage Landing page Thank you page

@MrJackANick @unbounce #unwebinar

There are different ways to integrate SSL-enabled pages on your website

This landing page has contributed to over $3 million in new loans in 2015.

Unbounce form embedded on a normal webpage Landing page

@MrJackANick @unbounce #unwebinar

WHY UNBOUNCE?

05

Unbounce lets us do many things with fewer resources

• Super easy to use - drag & drop

• SSL

• Responsive design

• Incredible support

@MrJackANick @unbounce #unwebinar

We’ve tried other methods…but

• Super easy to use - drag & drop

• SSL

• Responsive design

• Incredible support

@MrJackANick @unbounce #unwebinar