The result was "a lead generation failure," Bell said – 73% of participating credit unions were unable to close a transaction as a result of the project. Why? Because the credit card application process presented by the credit unions on their websites was so tedious that consumers promptly gave up, Bell revealed.

"We had one credit union that instructed people to visit a branch to fill out a credit card application," she said. "These are people who can get a TV delivered to them within 24 hours. Do you think they're going to get in their cars and start driving to a branch?"

Bell said closing the deal with these consumers is a matter of making a few simple tweaks to their sites, and offered the following tips:

1, Think like a user and be easy. Consider the manner in which consumers want to navigate websites, purchase items and acquire new services. "Think about how a user proceeds in a digital world when they go shopping and acquire things from you," Bell said.

2. Make the call to action very clear. In the case of advertising a credit card, Bell said the "apply here" section or button must be clearly visible to users on a website. There should be no questions about what the user needs to do to acquire the product.

3. Iterate. Credit unions should provide minimal yet important content on their websites, as well as gather feedback and ensure the design of their website reflects that feedback. "When you're asking people to join your credit union, they don't want to sit there and read through all your marketing materials first," Bell said.

4. Keep the call to action "above the fold." Bell urged credit unions to think of their websites as newspapers, and place important calls to action high up on the page so users can avoid having to scroll down to find them.

5. Simple is beautiful. Websites need fewer words these days to captivate audiences, Bell said. Content should be minimal, and design elements should focus on images and infographics.