Recently, Forbes ran
a story announcing that ING Direct will be ditching
the electric orange branding they've become famous for when they
change their name next month to Capital One 360.
(ING Direct USA, was launched in September 2000 and has since
become the largest direct bank in the United States before it was
sold to Capital One a year and a half ago.)
With an annual marketing budget in excess of $
400MM, love them or hate them, Capital One is pretty smart when
it comes to marketing, despite their
recent troubles. So I'm very curious to see how they'll
transform the direct banking brand in the months to come.
Today, I visited ING's site and noticed a bunch of things that
they're already doing really well.
Like I mentioned in a
recent post, many financial institutions have recently
redesigned their home pages so they're streamlined and far more
conversion-focused and ING is one of them. Their new home
page is uncluttered and clearly highlights the key benefits of each
of their products.
The top home page unit rotates between offers. One of them
is for the Electric Orange checking account - the same account
that's promoted in the lower left.
Top promo unit:
When I clicked "Learn More", I was greeted with what felt like a
landing page (instead of the
typical, unpersuasive product page that you'd find at most
other banks and credit unions). I wanted to stand up and
cheer. Instead of a laundry list of features and a headline
that simply said "Checking", ING took a different approach.
The result is a very conversion-focused page that directs prospects
to discover more detailed information or to begin the online
What was even more interesting is that if I clicked on the unit
in the lower left of the home page that promotes exactly the same
product, I was directed to the page with more detailed information,
presumably because people clicking on this unit already understand
the high-level benefits and are ready to see all of the
Home page unit:
The detailed information page:
I like this page a lot because it does a number of things really
It uses a benefit-driven headline that's concise and
It clearly displays one of the most important aspects of the
product - the interest rate
It tackles one of the biggest hot potatoes head on - overdraft
It provides easy access to an ATM locator. (Years of
research have proven that most consumers choose their institution
not based on the best products, but based on location convenience
yet most institutions don't integrate location finders well on key
The "Apply Now" button is prominent. It's not a subtle
text link. It isn't a button located at the bottom of the
page. It's big and bright and obvious.
I'm looking forward to seeing what a marketing powerhouse like
Capital One can do to improve the appeal of a standout product like
Electric Orange and I'm looking forward to seeing what other site
improvements come with the rebranding in February. Until
then, I'd love to know what you think: What website
improvement should financial institutions make to drive more