How Forex customer experience improvements can increase your deposits
Enhance Forex client retention by focusing on the user experience of your sales funnels.
The usability of a website, user experience, commonly known as UX, is a simple way of defining the flow and interactions that users (visitors) have with your website.
We often see Forex brokers overlooking the importance of their website usability. They overemphasize specific design or content elements that translate to heavy websites or clunky experiences that no one wants to engage with, or read. Therefore, it’s vital that forex brokers simplify customer experiences on their website to ensure that lead generation and trader retention is optimized.
In Forex, traders need to be able to instantly recognize things like call to actions and your main messaging. Most importantly, they need to easily get from point A (landing on the page) to point B (sign up form) without time-consuming search or difficulties. Your main UX goal should be a simple logical flow and a positive experience.
Simple doesn’t have to mean boring. What we mean when we suggest simplifying your site, is that you should aim to focus on things like the navigation, placement of visual elements and clear calls to action. Don’t forget the general day to day habits of your web visitors.
Let’s take a look at a simple website usability model that can be applied to Forex websites.
User experience tips for Forex brokers:
Generally, a website that is easy and intuitive to navigate, and provides value to the user, is expected to increase the conversion rate of your FX brokerage.
Below, we’ve listed a set of UX tips for Forex brokers to help you improve your chances of attracting new clients and retaining your traders for longer.
Step 1 – Functionality, Accessibility and SEO
To convert traders, you need visitors to your website, and they need to find the signup form. If a trader is having difficulty reaching your site, you will not be able to convert them. Therefore, you must analyze the accessibility of your website, not just from one browser, but all major operating systems, browsers and devices.
Sometimes, the design and functions you plan for your desktop website means that mobile visitors have awful experiences with navigation or load times. Build a site that works universally.
Step 2 – Information Architecture
There are two central pillars on which the information architecture needs to be built.
- How information is placed on a page.
- How site links navigate between content and pages.
As mentioned earlier, highly engaging user experiences should seem natural to the visitor and provide a seamless flow in the way your site operates. Traders visiting your website should know what they need to do next and how to get there. In most cases, your site will need to guide them to it as people don’t want to guess.
Step 3 – Principles of UX
If you’ve followed the principles of step 1 and 2, the usability of your website should be working properly from a technical point of view. But the on-page journey and user flow are next.
Let’s address these principles a bit more. For example, users should not be expected to have to guess if an image, or parts of the text, are clickable. Standard web convention for clickable elements is to underline clickable text, provide a button, or mention a clear indication that they can click it.
Additionally, try reducing the number of clicks a user needs to perform before reaching the desired end goal. The fewer clicks they need to make, the fewer visitor dropouts you’ll experience.
Also, by restricting design elements on a page and simplifying lengthy content, the more likely it is for your message to be understood. Provide simple CTA (Call to action) buttons and registration forms to make it easy to follow the desired steps in the funnel without confusion.
For example, a CTA should be a different colour, clearly stand out from the rest of the elements on the website and clearly communicate the message. Furthermore, registration forms should feel visually short and easy to fill in, requesting only information which is absolutely necessary at that moment in time.
Step 4 – Content use and Forex CRMs
Content that focuses on the needs of the user is essential to your site. Before writing any content, it would be beneficial to create user personas. Personas identify the type of trader visiting your website. Which will, in turn, help you understand who you’re speaking to and what their needs or questions are so that you can answer them.
To achieve a tighter content match to your ideal personas’ requirements, personalize the visual and written content for the users before and after their login. Personalized experiences improve the overall UX for a trader and deliver much more engaging interactions, keeping them on your platform longer.
To help you personalize content and communications, use a Forex CRM. It can help you customize the experience based on interactions with your advertising, client portal interactions or trading activity.
How can a Forex CRM improve experiences? Here are two quick tips:
- Use custom email templates and send them based on user personas or events. Change the tone of voice or information depending on the different stages that the trader is in their trading journey. Provide educational or advertising material that fits their trading style.
- Use your Forex CRM to assist in tailoring communications between the sales teams and your traders by showing personalized notifications. Pushing tailored messages to the traders via their client portal should help with both revenue-driving sales campaigns or delivering exceptional customer service.
Step 5 – Forex trader conversion and retention
Now we’re at step 5. All the UX effort done before was in order to improve conversions and retention. The goal was to use UX to increase your deposits and revenue. Do a quick check of all the content on your site and run through user flows as if you were a trader. Check each email template for tone and message. Make sure you have implemented persuasion tactics and focus on emphasizing topics like pricing and how easy it is to make deposits.
Having a client portal that can accept various payment methods is essential. Finding the right provider to offer API integrated payment options via your client portal can make things run a lot smoother for traders to make deposits.
(CurrentDesk has over 100+ preconnected payment method integrations that you can offer in your client portal. We make it extremely easy for your traders to make deposits into your brokerage.)
Further reading about UX
The UX of a Forex website is a critical factor when it comes to the success of your Forex brokerage. You’re likely generating the majority of your business online. If you would like to learn more about providing exceptional interactions to your FX traders, we have prepared a list of books which can help you. Take a look at these highly recommended books:
1. Smashing UX Design, By Jesmond J. Allen and James J. Chudley
2. Dont make me think, By Steve Krug
3. Lean UX, By Jeff Gothelf and Josh Seiden
If you’re looking for more tips on Forex brokerage marketing, you can find them in the broker marketing guide below.