In the post-AI era, financial institutions face the challenge of improving fund sales efficiency and user experience through digital means. This article takes the fund detail page of a product as an example to deeply analyze its functional design and operation strategy in fund sales.
The term “fund” must be the main trading group in the capital market, and it is not unfamiliar. Investors, wealth and financial institutions are the three indispensable elements when buying funds. When investors buy and sell funds, they will definitely come into contact with a “fund cyber business card” through financial institutions. The business card not only records the most basic information of the fund, such as code, price, and name, but also carries the characteristic interpretation of different financial institutions.
When I was Party B, everyone had another name for it: fund detail page. In order to achieve transaction conversion, financial institutions have set up many fund product purchase entrances, but most of them have little effective information that can be disclosed to investors.
Therefore, the detailed page that summarizes and displays fund information has been promoted to the main position for institutions to display product features. The data description, content investment education, and experience exchange on the page have affected the decision-making of browsing investors to a certain extent.
In order to sort out the design ideas of the fund details page, I investigated several financial institution apps that sell fund products. The picture shows the content framework compiled after the survey, and the yellow bottom part is a common function of 90% of financial institutions.
After all, Alipay is an important traffic entrance for Ant Wealth sales funds, and the latter will win the performance list of fund sales institutions with a scale of 1,452.9 billion yuan in non-commodity funds in 2024.
Data is everything for operators, and behind such dazzling achievements, there must be something worth analyzing and studying. Next, I will disassemble its special functions, make a strong subjective score, briefly list the red and black list of functions, and think about what new features I will add to the fund details page.
1. Featured product functions
1. Bring users closer
1.1 Multi-dimensional product labeling
Function introduction:
(1) A total of four types of labels are set up: “Investment Direction”, “Related to You”, “Featured Highlights” and “User Attention”, including sub-categories and one-sentence concept explanations.
(2) Except for the sub-category labels of “Historical Rise and Fall Resistance” and “High Cost Performance”, clicking on the rest of the tags will evoke a drawer pop-up window explaining the concept.
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(3) Some tags also make long pages, including filtering criteria and data charts; There are also buttons to jump back to the details page, add your own selection, buy now, etc.
Experience scoring: ★★ ☆☆☆
1.2 The Manager said
Function introduction:
(1) The module consists of three parts, click on it, jump to different contents in turn.
(2) Click the “Ask the Fund Manager” button to enter the question page, where you can ask questions to the fund manager or watch others answer questions.
(3) Click the “xx fund wealth number” button to jump to the homepage of the wealth account of the designated fund company.
(4) Click on the module below to jump to the article details page created by the fund manager himself.
Experience rating: ★★★ ☆☆
1.3 Holder says:
Function introduction:
(1) The “Holder Says” module, which consists of two parts.
(2) Click the “More Real People Sharing” button to jump to the fund’s discussion forum, and then click the “+” icon in the lower right corner to express your personal opinions.
(3) The discussion forum also subdivides tabs such as “Essence”, “Recommendation”, and “Daily Check-in” around the UGC and PGC content produced by the fund.
(4) The module is more like 3 selected comments, users can comment with pictures, and there are labels such as holding time next to the nickname.
Experience scoring: ★★★★ ☆
2. Face negative transaction data and turn crisis into opportunity
2.1 Retracement fixes
Function introduction:
The function is divided into three modules (period selection, maximum drawdown, and maximum drawdown repair days), which match and display the maximum drawdown value and the time required for payback according to the selected time period.
Experience scoring: ★★★★ ☆
2.2 Fixed investment income
Function introduction:
Compare the situation where users obtain returns through ordinary fixed investment and smart fixed investment in the same time. Click on the top copy to jump to the detailed introduction page of the smart auto-invest tool.
Experience rating: ★★★ ☆☆
2.3 Fund analysis 360°
Function introduction:
(1) This function is divided into two categories on the introduction page: “Indicator Analysis” and “Position Interpretation”.
(2) Under “Indicator Analysis”, you can filter funds in the same track at the same time, and the matching results show the data performance of the fund compared with other funds.
(3) Click on the “i” chart next to some indicators to pop up a toast that describes the definition of indicators by Alipay or investment advisory institutions.
(4) In the “position interpretation” category, the distribution of the fund in assets, industries, shareholdings, etc. as of a certain time period is quantitatively displayed.
Experience scoring: ★★ ☆☆☆
2.4 Fund comparison
Function introduction:
(1) You can select up to 5 funds for comparison under the tabs of “Selected”, “Recently Viewed” and “Popular”; Click the search button to search for specific funds.
(2) Click the “Start Comparison” button, and the comparison results will be quantitatively displayed according to the investment fields that Alipay believes that trading users will pay attention to frequently.
Experience scoring: ★★★★ ☆
3. Answer questions on the spot without leaving a trace of concern
3.1 Discussion Board
Function introduction:
(1) There are two entrances, or click on the bottom left corner of the details page; Or in the “Holder Says” module, click the “More Real People Sharing” button.
(2) Click the “+” button in the lower right corner to express your opinions; Focusing on UGC and PGC content, tabs such as “recommendation” and “check-in” are also divided.
(3) All posts are displayed in reverse order except for the top post. Each post can see the first 3 comments; Click the “More Comments” button to jump to the body of the post.
(4) For UGC posts, in addition to regular avatars, nicknames, posting times, selected topics, retweets, etc., there are also holding time tags.
(5) The official PGC content related to the Fund is updated less frequently, and most of the posts are published for a long time.
Experience scoring: ★★ ☆☆☆
3.2 Consultation
Function introduction:
AI tools are embedded in the customer service function, and in addition to normalizing questions, you can also ask questions according to your needs. The body of the AI’s answer copy connects to the product purchase button, and clicking will jump to the fund’s details page. Pull up to view historical questions.
Experience scoring: ★★★★ ☆
4. “Guess what you like”
4.1 Bottom marketing pop-up
Function introduction:
Through transaction data performance, etc., the pop-up window shows the advantages of the fund, guiding you to choose or buy.
Experience rating: ★★★ ☆☆
4.2 Relevant recommendations
Function introduction:
According to “investment cost performance”, “probability of outperforming the track” and “drawdown”, 3 funds with relatively good data performance are recommended.
Experience rating: ★★★ ☆☆
2. The red and black list of transaction conversion functions
For Internet companies where data and traffic are important, except for a few redundant features created to avoid being optimized. The birth of more product functions must go through multiple considerations, and we are committed to achieving a delicate balance between KPI assessment and user experience.
If Alipay wants to be a good bridge between fund products and investors, it must meet the needs of different groups. But no matter how loud the slogan “everything is for user experience”, all kinds of dazzling features are essentially still serving to increase conversion rates.
So can the functions on the current fund details page, such as satisfying new customers for investment and education, giving coupons to allow old customers to repurchase, etc., maximize investors’ desire to buy?
As a non-insider, I have no way of knowing the data and information currently available only on the official website of the China Foundation Association, such as the scale of asset holdings published on the official website of the China Foundation Association, such as page burying plan and funnel conversion data. Therefore, it is emphasized again that the writing is only based on product experience and is very subjective.
The following will be in the form of a “red and black list” to compare similar functions on the fund details page of Alipay and other financial institutions. I will break down its functional design ideas and how it can help with transaction conversion.
1. Red list of product functions
1.1 Use herd mentality to enhance trading confidence
Users usually take the initiative to visit the fund details page in two situations: Situation 1: The fund has performed well recently, and the user searches for it when obtaining the wealth password shared by others or when the fund company advertises. Scenario 2: Affected by large market fluctuations, users are eager to redeem and want to know the latest views of other users or fund companies before operation.
The “comment area” and “manager say” functions on the Alipay fund details page better alleviate “situation two” through the corresponding output UGC and PGC content, through the experience of position users and the answers of fund managers.
In my opinion, compared to cold data charts and inscrutable financial rhetoric. Those who don’t like to talk about big truths and purely “catharsis” personal emotions are more like gossip between friends. In addition, fund managers who have been “pulled off the altar” can also soothe anxiety by haunting the community, or posting or solving doubts.
In contrast, other financial institutions are still operating normally. Taking the same fund as an example, most of the institutions surveyed have serious information homogenization. In addition to JD Finance, which has more “circles” similar to “discussion forums”, institutions are also immersed in the joy of letting UI skin to display data. If there is no brand color or logo, even for some positions that focus on “tribute”, it is estimated that it is difficult to guess the source of the screenshot.
I don’t mean to criticize, after all, data is the most intuitive way to convey information to users. I simply feel that the fund detail page is a cyber business card to show the strength of the product, and financial institutions should also convey their own cognition or message about the fund when selling.
UGC and other content sharing have better played the role of “spokesperson” and shortened the distance between potential investors and funds. Whether it is UGC or PGC, slow update frequency and low-quality spamming stickers are all operational pain points worth paying attention to.
1.2 AI tools respond quickly to thousands of people
If ChatGPT, released in November 2022, opened the first year of Internet AI, since then, rich Internet companies have entered the market to purchase graphics cards, but the self-developed AI finished products are like Schrödinger’s cats, and the quality of the product is difficult to measure before the user experience. deepseek, which exploded during the Spring Festival this year, has made it difficult to develop AI tools. Overnight, the AI concept that once belonged to Internet companies swept to large and small companies across the country.
The financial industry has a large base of retail investors, and this group is highly dependent on customer service. In the past, there were also financial institutions that sorted out the chatter library and built so-called intelligent customer service to trigger keywords for a single round of answers, and then assisted by human customer service to answer questions in depth. However, there are a variety of investment questions, matching keywords are easy to answer, and manual timeliness defects, and users leave after asking, which also makes it difficult to carry out follow-up marketing.
The emergence of AI tools has illuminated the dark corners of customer service of financial institutions. Its AI text generation model perfectly meets the above needs: multiple rounds of chat Q&A, marking trading preferences, and targeted output of investment advice from thousands of people.
Therefore, major financial institutions have developed their own AI customer service. AI tools shaped by inputting specific prompts and knowledge bases play the role of “investment advisors” without receiving salaries or rests, which can be called 007-style perfect employees.
But there is still room for improvement in the details of the landing. For example, on the Futubull APP, click to access the AI tool on the details page of a single fund, and the welcome message and related questions displayed on its homepage are not related to the current fund. The AI answer in the details page of the JD Finance APP, although it is aimed at a specific fund, after outputting the chat results, such as asking “is it worth investing” again, etc., cannot continue the aforementioned memory, but recommends other funds sold by the platform.
Comparing the AI customer service on the Alipay fund details page, it gave me a better product experience: (1) Organize the prompt words into high-frequency questions, and generate answers that are highly related to the designated fund. (2) Place the fund buy button in Q&A to reduce the transaction bounce churn rate. (3) Fold the lengthy characters in deep thinking to reduce the exposure of invalid information.
2. The black list of product functions
In the context of promoting investor transactions, I have doubts about the conversion effect of some functions of Alipay fund details pages. But after all, I am not an insider, lack real data support, and only express my personal opinions.
The first is the fund product label at the top。 It is speculated that Alipay wants to use third-party rating agencies and the user’s perspective under big data to objectively convey the characteristics of the fund to potential people who browse the details page. However, the browsing experience is not good, and if users want to view all the tags, they have to swipe left and right, or click the colon icon on the far right to pop up the full version of the tags and concept analysis.
The latitude of label selection is also difficult to radiate effective investment groups. After all, investment novices who only know the term “fund” use “Sharpe ratio” to describe high cost performance, even if the screening standard explanation document is intimately provided, the use scenario that is easier to think of is: novice users read through it with a learning mentality, and find it difficult to understand, so they quickly slide to the bottom, and then the knowledge is like flowing water, slipping away from the smooth cerebral cortex.
The second is the “Relevant Recommendation” function。 It can be seen that Alipay hopes to replicate the “guess you like” on Taobao to fund trading. Maybe in the future, on the result page of the user’s subscription, there will also be functions such as “buy another limited-time full discount coupon” or “3,000 users have purchased the fund in the past 7 days”. However, at present, only 3 funds are exposed at the bottom, and it is estimated that they are still being tested, and the function may be adjusted according to the data situation in the future.
In terms of the screening logic of recommended funds, Alipay selects products that are “on the same track” as the current fund, and then subdivides them by investment cost-effectiveness, drawdown and other latitudes. However, the selected funds are less related to users.
In other words, the platform selected 3 funds with excellent return performance through data backtesting, but ignored the matching of product risk level and user risk tolerance. At least the current selected fund products and exposed labels have not yet seen this consideration.
3. Thinking
In order to understand the cutting-edge product design concepts on the market, I often pay attention to the update dynamics of major manufacturers’ APPs, and feel that under the premise of sufficient resources and manpower, the platform can indeed create many interesting tools for users, and I have also encountered poor experience functions.
Of course, I can understand that people can only empathize with other people’s decisions if they are in the same background. But I will still imagine what new ways to play if it were me.
Idea 1: Increase click-through rate
1.1 Share tasks
In the daily intimacy task of the “Fan Center” module of the fund company’s fortune account, the task of “Share Fund Details Page” has been added: (1) Share outside the domain, give away random intimacy, the total intimacy per week is +10, and the maximum is 10 times; (2) Share with Alipay friends in the domain, and be clicked to access, intimacy +5, up to 2 times per day.
1.2 Daily guessing of the rise and fall
At the top of the details page of each fund, add the function of guessing the rise and fall; And set up a monthly list, within this time frame, if you guess all the right, you can share the cash red envelope.
Idea 2: Increase the revisit rate
2.1 Notice of various matters of the fund
Set a reminder button in the lower left corner of the fund details page, you can fill in the value by yourself, reach the corresponding rise and fall, price increase, etc., and send a push reminder. For example, fund manager changes, large single-day transactions, fund reports and other matters, you can also subscribe to the news push. Allows setting notification time and frequency to reduce interruptions.
2.2 Visit and Stay Reminders
When the risk tolerance of the page visitor group matches the fund shown on the current details page, triggering: the number of visits in a single day is ≥5 and the single stay time is ≥5mins, it is presumed that they have a high interest in the product, and they can telemarketing outbound calls within two days, or send text messages such as free trial funds, and configure the link to jump back to the specified fund details page.
Idea 3: Adjust the display form
3.1 Summarize similar functions
At present, the investment and education materials have a high degree of overlap and occupy a large page space, making it difficult to focus on the key points of the materials.
3.2 Optimize label styles
Allow custom fund product labels to be displayed at the top of the fund details page; Or when searching for the fund, on the matching results page, a custom tag will appear.
3.3 Implant user DNA
According to browsing or trading preferences, the recommended module matches the display fund and adds the corresponding user behavior indicators. Added a “Change Change” button to rotate different products.
Idea 4: Cultivate trading habits
4.1 Add optional trial funds
For the first time in history, you will be given an experience fund to give rewards in the operation stage: (1) Use the experience fund, and the positive income when selling can be converted into a small cash prize. (2) After selling the trial fund, participate in activities such as #Posting Income and win the content sharing award. (3) Participate in live trading and income challenges in the future to enjoy additional rewards.
4.2 Simulated Auto-Invest Challenge
Add a simulated investment entrance, receive a specified amount such as 1 million, participate in the simulation auto-investment competition within a time limit, and the winner will be rewarded with a medal of honor according to the fixed investment income.
Idea 5: Post-transaction remarketing
5.1 Positive Income UGC
Guide groups with positive returns to participate in UGC sharing activities, add exclusive labels to them, and then appropriately disseminate investment methodologies to influence potential trading groups.
5.2 Gift investment tips
Make AI tools into investment tips, and when the transaction is completed, give them away in the form of “receiving a welfare package worth about 688 yuan”, guide the addition of friends, and then send PGC and other content from time to time through AI customer service.
The above is the new feature I conceived with “click→ revisit→ to check the → trading → and holding”, looking forward to a continuous internal and external dual circulation process.
It must be stated that this is an idealized creation and is only based on my current cognition, and does not take into account objective factors such as industry compliance risks, internal resource allocation and scheduling priorities.
*Special statement: The screenshots of the APP used in this article are for research reference and do not make any product or platform recommendations. Financial management is risky, and transactions need to be cautious.
