Checking accounts are one of the top selling financial products in the US, and 18% of applicants apply online. To help digital banking teams benchmark their bank websites and plan future improvements, Forrester used its Website User Experience Review and Website Functionality Benchmark methodologies to evaluate the public websites of the seven largest US retail banks. Our 2013 US Bank Online Sales Rankings includes the rankings for Bank of America, U.S. Bank, Wells Fargo, Citibank, Capital One, Chase, and PNC.
Highlights of the 2013 US Bank Online Sales Rankings:
Bank of America takes the top spot for the first time. Bank of America topped this year's US bank ranking, scoring 72 out of 100. Bank of America stands out for the content and functionality it offers in both the research and the application phases. Just three points separated the top four sites: Bank of America, Wells Fargo, U.S. Bank, and Citibank.
US banks have worked hard to build trust with prospects. All of the US bank sites we ranked demonstrated proficiency in guiding prospects through the research and buying process by providing feedback, contextual help, and an indication on how to correct errors.
Digital banking teams still struggle with efficiently merchandising products. Digital banking teams aren't merchandising accounts effectively by giving prospects reasons to do business with them. Many banking sales sites do not effectively promote services like digital banking capabilities, do not differentiate the bank from its competitors, and do not offer customer ratings and reviews.
The online channel plays a large role on how prospects research and apply for credit cards. In 2012 more than half of US online adults who purchased a credit card applied for that card online. In order to evaluate the five largest US credit card issuers on their online sales experience, Forrester used its Website Functionality Benchmark methodology to evaluate the acquisition portions of their websites. Our 2013 US Credit Card Online Sales Rankings includes the rankings for: American Express, Bank of America, Capital One, Chase, and Citibank.
Highlights of the 2013 US Credit Card Online Sales Rankings:
American Express Takes The Lead This Year Among US Card Issuers! American Express's strong performance in both research and application content and functionality secured the top spot this year.
Dynamic Research Tools Abound On Card Issuers' Sites. Credit card issuers are providing dynamic features to guide prospects. All five sites we reviewed provide credit card selector tools as well as comparison charts that help prospects identify the right credit card based on their need.
Application Processes Are Becoming More Sophisticated. Prefilled applications for existing customers, automatic data validation, and proactive help are just a few of the features that have improved the online application process at leading card issuers. American Express goes a step beyond its competitors by providing an instant credit decision, credit limits, and immediate card number issuance.