The Finalytics.ai 2021 Credit Union Digital Experience Report provides a snapshot of key industry trends and a heuristic review and ranking of the user experience at the largest 50 credit unions by asset size in the United States. The report is the result of a comprehensive review of each organization’s digital presence. We rated each credit union’s public marketing site according to six key dimensions of the experience:
- User Experience (UX)
- Analytics and SEO
- Key Features and Functionality
- Visual Design and Branding
- Digital Marketing
Analytics and SEO Category
For the Analytics and SEO category, we evaluated each site on the following criteria:
- Onsite search
- Domain authority
- Page load times
- Keyphrase targeting
- WCAG accessibility
Our review identified five credit unions that stood apart from the rest. The winners in the Analytics and SEO category are:
- Boeing Employees’ Credit Union (BECU)
- Patelco Credit Union
- Wings Financial Credit Union
- Alliant Credit Union
- America First Credit Union
Most of the credit unions reviewed have analytic tools in place. The difference, however, is that only a third of the CUs have highly customized analytics.
BECU just edged out Patelco Credit Union for first place in the Analytics and SEO category. BECU’s win was based on their high page speed for the desktop experience, ADA score, predictive search functionality, and SEO score. BECU’s analytics tracks member journeys throughout the website.
Patelco Credit Union’s runner up position was due to some of the same factors that put BECU on top, including high speed for the desktop experience, ADA score, and overall SEO.
Wings Financial’s third place position came from one of the highest scores in ADA compliance we saw. Wings also had a high desktop speed and scored well for overall SEO.
Alliant’s placing in this category was mainly due to their excellent search functionality, domain authority (MOZ), and overall SEO.
America First CU performed well in ADA compliance, search functionality, and domain authority (MOZ).
Congratulations to all the winners!
To learn more about the findings in the Finalytics.ai report, download the 2021 CU Digital Experience report.