How WyHy Credit Union Uses Lucky Orange to Turn Website Behavior Into Region-Targeted Campaigns

Amy Davis, Director of Marketing at WyHy Federal Credit Union, supports five branches across Wyoming. As a one-woman marketing team, she needs data that's intuitive and easy to share with non-marketers. 

That’s why she turns to Lucky Orange's visual analytics to help tailor marketing campaigns by region, share clear visual feedback with leadership and pinpoint what turns visitors into banking members without needing to rely wholly on complex quantitative data. 

Making Campaigns More Relevant Across Regions

With branches spread across Wyoming, Amy knew different communities had different financial needs, but she needed the data to prove it. 

Using Lucky Orange’s location and traffic tools, she monitors which pages are most popular in each region and aligns promotions accordingly. For example, traffic from Casper and Cheyenne trends toward mortgages and HELOCs, while visitors viewing RV and truck loan pages are primarily from Southwest Wyoming—a key insight to focus her marketing strategy.

“Just based on what people are looking at on the website can help me figure out what the best kind of promotions for those areas are going to be,” she noted. 

These insights help Amy focus her time and budget where it matters most, with region-specific messaging that matches local interest. But understanding WyHy’s audience goes well beyond geographic location. 

Spotting Frustration and Understanding Intent with Heatmaps

Amy is committed to making WyHy’s digital presence clear, accessible and member-friendly. She wants to ensure the website serves everyone, regardless of how they engage with technology.

She uses Lucky Orange Heatmaps to spot where visitors might be getting confused or stuck, including:

• Rage clicks on images or icons that aren’t linked

• Confusion caused by too many calls to action

• Missed or ignored buttons

• Click patterns that suggest visitors are lost or unsure

On pages with multiple CTAs such as “Become a Member Today!” and “Why WyHy,” Amy uses heatmaps to understand visitor intent. If most clicks go to informational links, it signals they need more details before making a decision. If they’re heading straight to the application, the page is doing its job.

By identifying these friction points and behavior patterns, Amy ensures that everyone can find what they need without frustration, no matter how tech-savvy they are. 

As she put it, “Something that might make sense to me or somebody in the credit union doesn't necessarily make sense to the user.”

Website Redesign Backed by Real Behavior

When Amy led WyHy’s recent website redesign, she used Lucky Orange to make informed decisions based on how visitors interacted with the site. By identifying areas where users were getting stuck or rage clicking, she was able to restructure the pages to be more intuitive and user-friendly. 

“Using heatmaps, we’re able to not only work on page structure and layout but also see which information and messaging is being consumed the most by our different audience groups on key pages like the homepage,” Amy said.

While major updates are infrequent, she continues to monitor behavior to ensure the site is meeting member needs and delivering a smooth experience. 

Turning Visitor Behavior into Board-Ready Reports

Each month, Amy puts together a report to share campaign and website performance with WyHy’s leadership team and board members. Her audience often includes non-marketers who embrace the clarity of visual proof points in addition to their traditional reporting analysis. 

With Lucky Orange, she can easily include screenshots of heatmaps and dashboards to highlight key patterns, using clear visuals instead of dense spreadsheets or confusing charts. 

“It's really easy for people who are not marketing natives to understand,” Amy explained. 

Lucky Orange helps her translate website activity into insights the board can grasp quickly, making it easier to show impact and get buy-in for future initiatives.

Insights Without the Overload

Amy still uses Google Analytics to validate trends, but for day-to-day insights and reporting, she turns to Lucky Orange. Its intuitive visual tools make it faster and easier to spot key patterns and share findings with others.

While Google Analytics offers deep data, it’s more than she needs for regular campaign reviews and too complex to present during board meetings. Lucky Orange helps her get to the insights quickly and present them in a way that’s easy for anyone to understand. 

Why It Works for WyHy

Lucky Orange gives Amy the visibility and tools she needs to work efficiently, simplify reporting and understand how members engage across regions. 

From a more intuitive homepage to better-targeted campaigns, it helps her make confident decisions without unnecessary complexity. 

Get the clarity you need to run smarter campaigns. Start your 7-day free trial of Lucky Orange today.