It’s been awhile since I wrote about a logoff marketing offer (note 1) as they all start to look the same after a while. But after signing out of my Bank of America credit card account today, I noticed its eye-catching graphic promoting mortgage refi (first screenshot below).

But as usual, I was underwhelmed with what followed after the first click. I was taken to a generic lead-capture screen so I could get a call back (second screenshot). There were no chat or online options.

The form didn’t even pre-fill my state or that I was interested in a refi. And it was a dead end. No links, product info, rates, or incentives. I could submit the form to receive a call-back or dial myself right now. (Granted, the bank may have determined from testing that this approach yields the most ROI, but it sure doesn’t work for me.)

It all seems so 1990s. I’ve had a BofA credit card for 20 years, business and personal. They know more about me than my wife does. It’s surprising it doesn’t use at least a sliver of this data to personalize the pitch and/or streamline my request for more info.

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Bank of America logoff screen promoting mortgage refinance (6 Sep 2012)

Blank refi landing page (link)

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Note:
1. For more information and examples of login/logoff marketing, see our Online Banking Report: Selling Behind the Password (April 2009).