I reviewed the websites of 35 Australian super funds. For funds committed to understanding and serving the needs of potential members, there are significant opportunities to win new business.
Many Australians can choose where to invest their superannuation and as part of this process they will visit the websites of potential funds. Their experience on these websites (often within the first 15 seconds) will play a significant role in which fund they choose.
Apart from wanting to know that the fund will provide good returns, as they visit websites they also want to know:
I reviewed the websites of 35 Australian super funds from the perspective of a potential member. Three things surprised me as I visited these websites:
Here's 9 features that every super fund website should include, including 23 examples.
In a sea of choices, potential members want to know why they should choose your fund out of all the others:
People are visiting your website who are not yet members. Make sure they know they've come to the right place:
If your fund is about more than just financial returns, make sure this is clear:
Without a compelling reason to stay, most visitors will leave your website within 15 seconds. Give potential members a reason to click beyond your homepage by including links that stir curiosity:
If your fund performs better than other funds, don't just tell potential customers - show them:
Live chat is the preferred consumer-to-business communication channel for millennials. However, only three super funds (MTAA, Spaceship and Verve Super) provide live chat on their website (AMP has this function, but it doesn't work). To get live chat up and running, LiveChat (affiliate link) and Intercom are two leading services to explore.
Your website isn't the time to be humble - if you've won awards, tell...
One of the biggest obstacles to switching is the effort and potential paperwork involved. Relieve their anxiety by telling them how easy it will be:
Approximately 96% of website visitors are not ready to make a decision. A lead magnet is a way of capturing the details of potential members so you can keep in touch with them and hopefully convert them in the future. Only two websites invited potential members to keep in touch:
Positive stories from current members are persuasive. Find (true) stories and make them prominent:
📈 I want to grow website traffic
📈 I want to grow email subscribers
📈 I want to grow visibility on Google
📈 I want to grow app downloads
📈 I want to grow social media engagement
📈 I want to grow customer satisfaction