Pursuing wellness of mind, body and wallet
Allegacy Website Redesign
One of the largest and most financially sound credit unions in North Carolina, Allegacy has been helping members pursue wellness of mind, body and wallet since 1967. Its goal is to help its members – and its entire community – thrive.
Here’s a snapshot of the credit union at the time of the website launch in August 2022:
Over $2 billion
Number of branches
17 branches, plus nine student-run credit unions
Number of members
Field of membership
Community members, company members, SEGs, and association members.
The new site simplifies solutions, connecting a person’s circumstance to an Allegacy product or service, and easily guiding members and potential members to what best fits their needs. This is the exceptional experience we are committed to offering – both in our branches and online.
— Erin Afarian, Branding Specialist
About the project
We first redesigned Allegacy’s website in 2017 and have worked on an ongoing basis with the credit union as a digital marketing partner for the past six years. The second redesign aimed to:
Improve and personalize the user experience
With a streamlined and highly intuitive top navigation, Allegacy’s new website doesn’t overwhelm visitors and gets them where they need to go. All product pages include clear calls to action for visitors who are interested in getting started, offering online applications and alternate pathways for visitors who prefer to visit, call, or chat.
Some pages, like Savings and Mortgages, also include guided selling capabilities, helping visitors find the best-fit account or loan options based on the preferences they select. The homepage also includes goal-based guided selling, so that Allegacy can recommend products based on a visitor’s life stage and primary financial goal.
Upgrade and modernize the site
The new website reflects Allegacy’s evolved brand, with updated icons, fonts, and other visuals. Rather than depicting objects, the new icons focus on the people who are at the heart of everything Allegacy does. Both the site’s icons and line elements help to signify movement, which reflect Allegacy’s focus on health and financial fitness. A bold color palette lends the site a greater sense of energy, and subtle animations on call to action buttons further reinforce new branding elements.
Incorporate stakeholder feedback
As part of the “Discover” phase of the redesign process, PixelSpoke spoke with key internal stakeholders and conducted user testing to get feedback about pain points and opportunities. Based on these tests and conversations, PixelSpoke developed flexible and powerful product pages optimized for conversion; built embedded rates table capabilities so that visitors can see rates in context; created buyer journey pages for auto loans, mortgages, and other key products; and fleshed out the Join page to create a more compelling case to become a member.
By the numbers
In the six weeks after launch…
Join button clicks increased by44.8%
Pages per session increased by87.6%
Views to Join page increased by22.7%