The Sioux Center, Iowa-based institution had for years offered the same services as regional and national banks to remain competitive, but lacked that same innovation and quality in its actual Web investment.

American State Bank provides an array of online banking services as well as account messenger alerts and mobile banking, but - prior to the recent redesign - its Web site lacked the interactivity required to engage prospects and customers, and to encourage navigability through multiple pages. The bank wanted an online presence to reflect its true brand identity and current business initiatives. American State Bank enlisted T8 Webware to accomplish those goals, and by taking advantage of its content management system, FREEDOM8, the bank can now make immediate text and image updates for maintaining a dynamic Web channel.

"T8 Webware was visionary in determining the functionality and overall design that we required to draw traffic to our site, thereby generating interest in our services and having new business result," said Denise Harrison, vice president and chief marketing officer, American State Bank Iowa. "Our Web site is now a multipurpose resource for prospects and customers, and has become an effective driver for all our marketing efforts."

As one example the bank introduced a promotional page, originally using it to launch its rewards checking program. In just one month, it garnered more than 40 new REWARDS customers. The bank will use the page to host future promotions, in hopes that maintaining a singular place for these efforts will keep customers and prospects coming back to the site for new information. Since the new site went live, American State Bank has experienced a significant decline in its bounce rate and has increased the average number of page views per unique visitor to six. The bank also has had a greater response to the online 'Contact Us' form, as it defines the products/services in which the individual is interested to streamline the bank's response and better direct sales. By using T8 Webware's SmartSiteTM technology, American State Bank can categorize visitors by age-oriented profiles as well, and to customize content and visuals for various offerings to each market.

Compliance was also important in selecting T8 Webware, as Harrison continued, "Our previous Web site provider had little knowledge of the compliance concerns facing financial institutions, nor did it understand the functionality that these sites must offer customers to keep them coming back. T8 Webware gave us the tools to eliminate many of the previous concerns with making such frequent changes." T8 Webware additionally assumed the hosting responsibilities for American State Bank's site. With a foundation in this service, T8 Webware recognizes the importance of high availability and operational consistency in powering a financial institution's online channel.

Wade Arnold, CEO of T8 Webware, explained, "American State Bank Iowa did not introduce a new Web site, but instead an entirely new online identity. The online channel has great power, and when leveraged to complement traditional promotional activities can bring tremendous successes. Individuals of all ages have embraced the Web as a primary business channel - one equally as important as a physical branch - and it is paramount to have a strong and dynamic presence there."