Optimization of Cooperative Banks' Websites by Application of Persuasive Methods

Bachelor Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Applied Sciences Essen, language: English, abstract: The increasing requirements for the effectivity of a website and the more and more complex knowledge about human behavioral patterns are challenging the online presence of banks. Nowadays, a good usability by itself is no significant basis for decision making and the choice of a house bank. Good usability is expected. Rather, the user experience is an essential factor for the success of a website. Due to the fact that the human behavior is determined by unconscious patterns it is necessary to take these into consideration when conceptualizing a website in order to develop a user-centered, target-oriented website design.

By means of persuasive design it is possible to directly address these behavioral patterns. Therefore it is reasonable to optimize the user experience by the application of persuasive design methods. This shall provide a motivating experience in consideration of decision making tools and motives of the user. In this way it is possible to generate competitive advantage and to gain new customers as well as to boost customer loyalty. Here, the need for emotionalizing plays a particularly important role.

But especially in view of banking products it is difficult to create an emotional presentation due to the absence of haptics and because accounts are rather a functional instrument and a means to an end than a product with a high pleasure value. Cooperative banks however benefit particularly from this competitive advantage. Due to the cooperative idea, and their values and principles, they are enabled to address (potential) customers emotionally. If values are illustrated, the users have the opportunity to identify themselves with those, and to align them with their own ideals.