How did CommonWealth One improve member services after migrating to Kentico?
Technical snapshot
- Solutions finder
- Custom rates tool
- Events management tool
- Customized widgets
- API integrations
- Rebuild, previously on Umbraco
Behind CommonWealth ONE's refreshed digital experience.
CommonWealth ONE needed a website that could support their growth and deliver a more advanced, flexible digital experience for its members. They were using Umbraco, but they needed a CMS that simplified updates and offered greater control without relying on workarounds.
The existing website also no longer reflected where the credit union’s brand was headed. The team wanted to refresh their visual identity by introducing new patterns and modern design elements. Because the credit union is located near a local university, they needed to adjust their branding to connect to a student audience.
Improving the consumer journey was also essential. The new site needed a clearer navigation structure that could guide visitors, while also supporting different life stages and challenges. Content had to integrate seamlessly with key tools, such as calculators and blogs, to help users move confidently toward conversion. Since many members visit the site to log in to digital banking or use search, the experience also needed to highlight relevant promotions and frequently accessed links.
CommonWealth ONE teamed up with ZAG Interactive to rebuild their digital experience with Kentico to create a more intuitive and engaging online experience that made content easier to digest, encouraged recurring visits, supported members across decision stages, and provided a digital foundation that could grow with the organization.
- A solution finder to recommend products, services, and resources based on financial life stages and goals.
- A personalization strategy that delivers baried content to specific audiences based on behavior and other site activity, ultimately boosting conversions.
- Dynamic layouts, inclusing a custom theme for James Madison University audiences.
- Strategic use of components to support a more visual content approach.
- Relevant life journeys in the main navigation menu and product detail pages to connect often complex financial products to every day needs.
CommonWealth ONE knew they needed a more powerful, feature-rich CMS, and Kentico stood out as the obvious choice. Out-of-the-box technology, customization capabilities, and admin friendly features combined with custom tools that ZAG Interactive created help the credit union’s evolving needs.
Custom developed features include:
- Rates tool for centralized management of rate-related contentLocations tool for centralized management of location data, integrated with Google Maps
- Events management tool for centralized event management, publishing, and unpublishing
- Solutions finder tool that recommends products, services, and resources based on a user’s financial goals
- Integrations with third-party tools
Kentico also enabled ZAG to build the site against current ADA compliance standards to ensure a positive user experience and usability for all audiences, no matter their disability.
After their full redesign, CommonWealth ONE increased their engagement, average session rate, and their event count for personal loans. Their results show that their personalization efforts were also effective, with one persona accumulating over 5.3k total users in the audience; triggering more open an account clicks and more clicks to the call of action membership modal.
- 18% increase in engagement
- 11% average session duration increase
- 13% increase in personal loan applications
Following the success of their site rebuild, CommonWealth ONE plans to invest further in personalization once they’ve had time to monitor results over time. They are also preparing new initiatives for next year to continue improving their digital experiences, and thanks to Kentico’s flexible design, they’re well positioned for continued growth.
"We launched our site in mid-December, and by December 31, our website traffic and engagement metrics had improved substantially compared to the previous month. The personalization and enhanced SEO features on our new site have been highly effective at attracting new visitors, particularly to our blog and financial education pages, which saw an increase of 5,380 new users in just one month!"
ZAG Interactive
HQ
Level
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Gold partner
Qualifications
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Quality expert
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Hosting partner
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Upgrade expert
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Accelerator expert
Competencies
- Content Strategy
- Digital Marketing
- Integration and Customization
- Personalization
