---
schema_version: "1"
id: 00f755d299e4530d97a00019f0411edbd09fd9fb41dcbb43d3070c5b3aa311e3
title: Financial Services - Web Use Cases
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_use_case_web_finserv.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_use_case_web_finserv.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 27e2de9fd4965421cffadb7523bf651a6328f8c47d74008402bac7e8949e0530
description: Drive impact on websites with personalization use cases that other customers have used in web campaigns for financial services.
products:
  - Marketing
  - Salesforce Personalization
release: "264"
---
# Financial Services - Web Use Cases

Drive impact on websites with personalization use cases that other customers have used in web campaigns for financial services.

Personalize your website to increase the conversion rate at each step along the path, consider the customer lifecycle with its six key stages.

Determine the qualification criteria for each stage of the funnel, and what you want prospects or customers to do to advance to the next stage. Then, layer in real-time personalization that makes it easier for website visitors to continue the journey.

![Life cycle stages for financial services](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_personalization-264-0-0-production-enus/16bf1f60-f44c-4260-a56e-f052cfe515a3/mc_personalization/images/mc_pers_use_case_finserv.png)

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d62222e65">Research</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d62222e68">Discover</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d62222e71">Validate</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d62222e74">Onboard</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d62222e77">Inform</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d62222e81">Expand</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Research" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e65 ">Contextually introduce and inform. Capture key identity elements.</td>

            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e68 ">Inspire and ensure easy exploration of relevant products and content.</td>

            <td data-label="Validate" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e71 ">Encourage active product evaluation. Recognize signs of defection.</td>

            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e74 ">Reduce time to value with the product or service.</td>

            <td data-label="Inform" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e77 ">Increase adoption throughout the customer lifecycle.</td>

            <td data-label="Expand" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e81 ">Nurture and grow LTV while reducing attrition.</td>

          </tr>
          <tr class="">
            <td data-label="Research" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvh/R5naPfvMFDxvZK1FafhpCTHxwOmskiWhnsqe9M0dulI" target="_blank">Einstein Recipes - Blogs</a>
            </td>

            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e68 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvm/IXw2zG1xKbQjqEeh_U61DpRPaOpRaxfmqAhSbiv9H5M" target="_blank">Product Abandonment</a>
            </td>

            <td data-label="Validate" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e71 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvh/R5naPfvMFDxvZK1FafhpCTHxwOmskiWhnsqe9M0dulI" target="_blank">Einstein Recipes - Content</a>
            </td>

            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e74 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvr/TL_coOBqvjRVQtJxrc_volJJ5uiCp.zfJUSvgJ4bcVc" target="_blank">Customer Onboarding</a>
            </td>

            <td data-label="Inform" class="slds-cell-wrap" colspan="2" style="text-align:center;vertical-align:top;" headers="d62222e77 d62222e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvY/9jrZ_FLwWN_8fE9VUJ7pVAkhsW5eEDFcLa2wGJh6YUo" target="_blank">New Product / Feature Introduction</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Research" class="slds-cell-wrap" rowspan="2" style="text-align:left;vertical-align:top;" headers="d62222e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvZ/NYO1ksA.SSym3AJUes8p4gwKToSJmKPBjr9gA1OHA4Q" target="_blank">New Visitor Education</a>
            </td>

            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e68 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvh/R5naPfvMFDxvZK1FafhpCTHxwOmskiWhnsqe9M0dulI" target="_blank">Einstein Recipes - Similar Products / Funds</a>
            </td>

            <td data-label="Validate" class="slds-cell-wrap" rowspan="2" style="text-align:left;vertical-align:top;" headers="d62222e71 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvw/4735VzfQxOgOXz77OrCw0AEl.dcZbxeAolIXpw_QXu4" target="_blank">Quote, Registration, Checkout or Application
                Abandonment</a>
            </td>

            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e74 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptw1/77QC.QreTHsWZoXxhK.Spz92DgcZy5lYNv_f81pMOn0" target="_blank">Targeted Messaging by Segment</a>
            </td>

            <td data-label="Inform" class="slds-cell-wrap" rowspan="2" style="text-align:left;vertical-align:top;" headers="d62222e77 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvn/AgfWUbH2tgswqXC6ztDGqgEQbXfdPwLiCqYbsp3u714" target="_blank">Einstein Recipes - Webinars, E-Learning, Virtual
                Events</a>
            </td>

            <td data-label="Expand" class="slds-cell-wrap" rowspan="2" style="text-align:left;vertical-align:top;" headers="d62222e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvs/v.scsPd__cNR7JHDZT65VTqclsi9xfcu3xnmYELQ2QI" target="_blank">Ask for a Survey Completion</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e68 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvt/lP1utSrl2ZIzXA2LBcg03v_NoURtJtwLpe2RpBAr7IM" target="_blank">Continue the Conversation</a>
            </td>

            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e74 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvu/AGWBXRsjORjwx8SpZJLKDzrJUWjTqB4NG5jEQvsTJ3Y" target="_blank">Onboarding Assistance</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Research" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvo/O889sNsByz4PdnYOHw5YQkeWGcosN5tPJqGkID8pFmU" target="_blank">Referring Source Targeting</a>
            </td>

            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e68 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvx/Mispra5p9Z1AqeHSXZ4ktZVMwi4J3zeFfyJ4xLodSbM" target="_blank">Email Capture</a>
            </td>

            <td data-label="Validate" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e71 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvM/k7LQPZENPywcf07EwL0gx2ZLKK67wKYlA3ju6HRud04" target="_blank">Exit Mitigation</a>
            </td>

            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e74 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptvF/AggCi5CMkhXelun2yPGO9k6vYOffV2zQIy2wjWDjr5A" target="_blank">Existing Tools and Features Messaging</a>
            </td>

            <td data-label="Inform" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e77 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptw6/WPhOQ43rNKVoeMfNpua1zvfHOAqE4W3.t1tZbHCS_kM" target="_blank">Personalized Homepage Experience</a>
            </td>

            <td data-label="Expand" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d62222e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptwB/7AkhD3bcRfaiMKFHxHDGuNy85.zD4w3MZX8nL_Gm.Js" target="_blank">Targeted Upsell and Cross Sell</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Research" class="slds-cell-wrap" colspan="3" style="text-align:center;vertical-align:top;" headers="d62222e65 d62222e68 d62222e71 "><a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptwL/1LtfRr2kw8_yeyb6dElveBkZnOKhVw77w0f79.aEVfU" target="_blank">Prospect - Marketing Cloud Personalization Surveys</a> (Premium
              Edition only)</td>

            <td data-label="Onboard" class="slds-cell-wrap" colspan="3" style="text-align:center;vertical-align:top;" headers="d62222e74 d62222e77 d62222e81 "><a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptwG/LH0HYSn2NnNgWxJfsfW4GSO5YRlNT_oMZ4D9zD0q1I4" target="_blank">Customer Success - Marketing Cloud Personalization Surveys</a>
              (Premium Edition only)</td>

          </tr>
        </tbody>
      </table>

| Informational Personalization - Used Across the Prospect and Customer Life Cycle to Enhance Overall Performance |
| --- |
| [Branch Geolocation Update](https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptwQ/JXoSoIiMTZBHYLP_f4mulr5wRmeKQPYTeTVHe.c9lzQ) |
| [Important Updates - Market Conditions](https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptwV/hdsI8bBhNjg4eModH7c0SFOHX7CREf8d1PBGhB5gg80) |

#### See Also

- [Consider Personalization Use Cases](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_use_case_about.htm&release=264.0.0&type=5 "Browse the Use Case Library to look for ideas and inspiration for your own personalization solutions. The use cases represent popular examples. But they’re not templates, nor do they encompass the full range of possible use cases for your business. Before you commit to implementing one or more personalization use cases, determine whether the use case aligns with your business goals, priorities, and other suitability criteria.")