Design for Trust and Conversion
Before starting this website redesign project, we found that many of our new users experienced "bank connection anxiety" after signing up. Bank connection is the foundation of our product. My goal with the website was to build credibility and trust through imagery and words.
When there are images of faces on a website, despite the other content, we unanimously gravitate to faces first, which elicit emotional connections. It is the fastest way to create the first impression of trustworthiness. By adding photos representing our target users, BIPOC and female business owners, visitors are able to form a personal connection with our brand. On the redesigned website, you will see other credibility indicators such as business partner logos, testimonials, security information, etc.
To optimize for conversion, I added a product feature section to illustrate our product vision and expanded on the benefits. The blog and PocketChange Academy demonstrate our domain knowledge in the space.
Trust is ingrained in every detail. A good website must have all the boxes checked - from the use of colors, the white space, the quality of the images, to the consistency of the messages.