TRENDS & INSIGHTS
We take a deep dive into the first 20 “Forbes Top 100 Best Banks in America” to analyze digital experiences across the industry. Below are a few insights from the report. Find out more by downloading the full report.
The Online Account Origination Journey (OAO)
The primary purpose of most bank’s marketing sites is… marketing! Many banks fail to provide a clear path to opening an account — 50% of the bank sites we reviewed lacked Online Account Origination. Even if the only option is to visit a branch, a visitor to a product page should intuitively know the next step. Ideally, that next step should be to apply online.
As dependence on electronic payments and digital wallets increases, people are more sophisticated about managing their credit and debit cards online. 10% of the banks in our review allow customers to enable and disable their credit and/or debit cards from the mobile app. One bank surveyed offered a full suite of credit management tools, such as setting spending limits and location-based alerts.
Let data drive
Visitor tracking continues to be a vital resource in banking. Knowledge on your customer base drives decision making. Currently, Google Analytics dominates in tracking. Adobe and IBM Analytics (Unica/Core-Metrics) followed closely behind.
To dig deeper into our findings download the free report. If you’d like to discuss how your bank scores on digital experience; let’s chat.