Generations Federal Credit Union

Website Improvements

Website Improvements

UI improvements, SEO, and new feature development.

-0%

Exit Rate

+0%

Average Time on Page

Monthly Map Lookups

Opportunity

Member First, Community Driven Financial Services

Founded in 1940, Generations Federal Credit Union (GFCU) has a rich history of serving the City of San Antonio. Previously named San Antonio City Employees Federal Credit Union, GFCU’s membership eligibility has grown to include eight counties. GFCU is now the fifth largest credit union in San Antonio with over 48,500 members and $691 million in assets. In 2020, GFCU partnered with Noisy Trumpet to analyze their website presence and identify opportunities for online growth.

GFCU’s website provides valuable information to thousands of current and potential members. The GFCU website is a focal point of the business so Noisy Trumpet made recommendations on how to continue to drive action and growth.

Idea

Simplify the Customer Journey & Improve the User Experience

In order to improve the site’s overall performance, Noisy Trumpet performed an audit using various tools to report back on the site’s:

Technical problems
On-page / off-page SEO issues
Broken files and internal / external links
Page errors, page load speed issues, and blocked pages

After the audit, the team developed a list of action items to improve the website including:

URL Restructure
Front End optimizations
ATM Locator development
Loan Calculator optimizations

Results

Improved Visitor Engagement and Retention

Noisy Trumpet identified several areas of improvement and implemented changes to help improve the usability of the website:

URL Restructure – optimized URL structure for readability, steadiness, and consistency.
- Noisy Trumpet changed the length and categorization of some URLs to enhance user experience and site organization.

Front End Optimizations – changed position on CTAs and updated navigation menu on mobile and on desktop .
- 30 days after the navigation updates were applied, new organic visitors were dropping off 5% less than the previous month and 14% less than the previous year.

ATM Locator – built a custom ATM locator integrating GFCU’s nationwide financial network’s API with google maps so that users could search not only for local branches but shared network resources.
- Within 30 days of the updated ATM locator being added to the site, the average time on page increased by 55% as users looked up more than 7,000 addresses.

Loan Calculators – To remain competitive, GFCU needed to include calculator tools for auto and mortgage loans. Search history showed an increase in search volume around keywords for tools that help calculate payments. By providing calculators on the site, we helped drive traffic to the loan pages.
- Within 30 days of the new calculators being added to the site, the average time on page increased by 17% as more users began to use them.