Customers have driven the design and functionality of NAB’s new mobile website.
A new layout and intuitive design that allows users to research home loans, credit cards and business products while on-the-go is the result of feedback from customers and employees during an extensive test-and-learn 12-week pilot.
The new mobile website (nab.com.au) features over 200 new pages of rich content and visuals to make it easier for customers to research and compare products to suit their banking needs.
“This is the experience a customer wants to have using the website on their mobile device,” said NAB General Manager Digital Todd Copeland.
“Over 90 per cent of transactions with NAB are digital and we know that mobile trend is growing, so we’ve focused on enhancing the mobile experience.
“We have redesigned the entire mobile website experience, and such comprehensive user testing proved to be crucial in delivering a website.”
In December last year NAB asked around 25,000 customers and 2,000 employees to take part in a pilot to help to improve the online viewing and researching experience.
“During the pilot we saw the average amount of time a customer spent on the mobile website increase by 100 per cent – which told us customers were now engaging with the product information and content in a way they hadn’t done before.
“The average time spent online also went from around 1:25 to 3 minutes a visit.”
The website was built using best in class Adobe Marketing Cloud solutions, leveraging Amazon Cloud infrastructure and Akamai Content Delivery Network to deliver fast and scalable experiences to customers using mobile devices.
Key statistics for NAB’s mobile website
- NAB has 2.4 million active customers using NAB Internet Banking, with 1.5 million of these actively using our mobile channels to do further product research and applications.
- 90% of interactions with NAB are digital.
- The most popular login time occurs on the commute home from work – peak mobile use takes place between 6:00pm and 8:00pm.
- NAB has processed $45 billion via mobile devices in the last 12 months and expects to process more than $50 billion in the next 12 months.