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Three ways for financial advisers to drive a winning tablet strategy

There’s no denying that the tablet is more than a passing fad; therefore, it’s important for financial advisers to approach the tablet design process in an entirely unique and different way than smartphone and desktop.

Rather than being an extension of these channels, there’s a huge opportunity to turn the tablet into a unique channel for engagement, capable of delivering strong conversion and incremental revenue.

Keeping usability and functionality at the forefront, the tablet experience must incorporate elements that create a rich, emotional experience, reflecting the more relaxed mindset of the tablet user.

This cannot be achieved by only mirroring the desktop site. Instead, financial advisory firms should build a tablet experience that delivers additional layers of engagement.

Responsive design is one approach to website development that many businesses are considering to optimise their online content for multiple devices, such as tablets and smartphones.

While responsive design aims to scale web content across multiple devices with different screen sizes, it doesn’t take into account specific use cases for mobile consumers and does not provide the best option for firms looking to deliver unique or personalised experiences.

In order to succeed in today’s tablet-centric environment, financial advisers must view the tablet as an essential component of the multichannel client strategy and develop an experience which takes into account the device’s unique capabilities. Here are three ways that this can be accomplished:

1. Design for touch
One of the main distinctions between the tablet and other channels is the way users physically interact with the tablet. With this in mind, firms should consider a distinct user interface for tablet that is strongly focused on touch to make the tablet experience as interactive and enjoyable for the user as possible.

All tablet behaviours should be fluid and allow for smooth motions like swiping and flicking rather than clicking.

A next-generation tablet experience starts with creating a touch-oriented user interface focused on user goals, which enable users to accomplish tasks quickly and intuitively.

Since tablet browsing behaviour is often content-driven, with users spending far more time on the device than they do on smartphones, it’s important to remove all unnecessary items and distractions that are not directly relevant to a certain task.

Modifying navigation from desktop to more touch-oriented interactions, making navigation bars bigger and streamlining tasks into single pages that used to take many clicks are additional ways to design an engaging tablet experience.

2. Measure key analytics
As a financial marketer, it is important to have clear goals for what you are trying to achieve for your clients on tablet. It is important to understand how to measure success on the tablet so that you will get the most out of the investment.

There are three key metrics to consider, including time spent on-site (measures levels of user engagement), conversion rates that measure the rate of completed transactions, and the rate at which users are sharing content and products via their social networks.

Features such as scrolling galleries of product images and categories, the ability to browse curated rooms, high-resolution product image galleries with zoom functionality, and full integration with the company’s email, social media and SEO marketing channels provide users with a relevant experience.

3. Create a rich and engaging experience
Tablet devices are often used in a leisurely and relaxed way in the home, with users consuming content and watching entertaining material like videos, shows and movies. Unlike on smartphones and on desktop, tablets combine utility with entertainment, putting the pressure on firms to create engaging experiences that take into account the context of the user.

Businesses can create compelling tablet experiences by offering rich media elements like videos, high-resolution photo slideshows and engaging high-quality animations. It’s also important to consider various viewing orientations like portrait and landscape to make the experience as user-friendly as possible.

There’s no denying that tablets are clearly here to stay and that usage is going to redefine how consumers access services, information and engage with businesses. This effect also extends to the workplace, as consumers bring their personal devices to work.

The key to making the most of tablets as a channel for engagement is to design highly optimised experiences that meet user needs and deliver context. The result will be increased satisfaction and more value from engagement.

Paul Bearman, Senior Editor, Goldmine Media

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