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CU cross-sells with alternative to banner ads
YORKTOWN, Va. (9/15/11)--1st Advantage CU of Yorktown, Va., decided to try a different approach to cross-sell products after it realized no one was clicking on the banner ads it displays within online banking sessions. 1st Advantage boosted conversion rates for one of its products to nearly 10% in a test after it began presenting targeted questionnaires to members as they finish their online banking sessions (The Daily Exchange Sept. 13 and American Banker Sept. 12). The $537.5 million asset credit union saw a large rise in conversions once it made the application a pop-up upon log out, Jim Craig, vice president of marketing, told the Banker. The credit union tested KulaX, a product that presents three questions targeted to a specific user and designed around a specific product. The questions only are presented when a user logs out. 1st Advantage tested KulaX for several products in April and May, including auto loans, debit cards and mortgages. It plans to officially launch KulaX by the end of the month. During the test period, 22,000 of the credit union's 57,000 members visited its online banking site. 1st Advantage identified 275 who had the debit card but were not using it. Using KulaX, the credit union created a three-question online form and paired it with a cash incentive of $10 if the member agreed to use the card for 10 transactions. Of the members who received the offer, 154 viewed the survey and 25 completed it. Fourteen agreed to take the offer. The credit union’s debit card showed the most improvement in conversions. By knowing who accepted an offer and who didn’t, the credit union could retarget it, and avoid saturating users with offers they repeatedly turn down, Craig said.


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