Opening a Bank Account Online Painful at Many Sites

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Money Center Banks Losing Ground to Upstarts like Ally

Even on our top performing sites, prospects are likely to encounter unpersuasive content and have unanswered questions, as they work through a daunting series of forms. The amount of data entry required of prospects varies significantly from site to site.

Leading web researchers Change Sciences Group released an all new 66 page report benchmarking 12 leading banks for how easy they make it to open an account online.

To jump fact sheet about the report visit: http://www.changesciences.com/Reports/Financial-Services/Online-Account-Opening.

Over the last few years banks have invested heavily in making it easy for people to open bank accounts online. The goal has been to make the process paperless, offer consumers instant feedback about the status of their application, and to get people using the account as quickly as possible.

But all the innovation has come at a price.

“Even on our top performing sites, prospects are likely to encounter unpersuasive content and have unanswered questions, as they work through a daunting series of forms. The amount of data entry required of prospects varies significantly from site to site.” said Pamela Pavliscak, a Change Sciences partner, and one of the authors of the report. “The big money center banks are losing market share to upstarts like Ally who have a laser focus on user experience.”

The complete list of sites included in the research follows: Ally Bank, Bank of America, BB&T, Chase, Citibank, HSBC, ING Direct, PNC, PNC Virtual Wallet, SunTrust, US Bank and WTDirect.

The new report is based on Change Sciences’ Kantuit(TM) interactive user experience modeling technology and process. Kantuit accounts for the complete interactive experience people have of a site, including navigating, filling out forms, reading, and scrolling. The methodology also accounts for ease of use, informativeness and persuasiveness.

Visit the Change Sciences site to see the full report table of contents, get additional analysis, and download the report fact sheet, including sample data: http://www.changesciences.com/Reports/Financial-Services/Online-Account-Opening.

About Change Sciences Group
Change Sciences was founded in 2000 to bring advanced user experience research methodologies to the web. The results produced by its Kantuit(TM) interactive user experience modeling technology have are regularly used by the world’s top companies to improve how prospects, customers, and employees experience interactive applications.

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STEVE ELLIS
Change Sciences Group
888-864-1160 ext. 722
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