The banks at the top end of the spectrum have truly raised the bar for communicating about their services online. Prospects come away not only knowing details about what small business services the bank provides.
New York, NY (PRWEB) September 1, 2010
Most large banks have neglected the small business pages on their sites over the last year, allowing a few to do a dramatically better job at informing and persuading prospects, according to a new 55 page report released today by leading web researchers Change Sciences Group.
To download a detailed overview of the report visit: http://www.changesciences.com/Reports/Small-Business-Prospect-Experience.
The new report looks at what prospects experience on the ten largest bank sites as they attempt to learn about business services and take action. Increasingly small business people visit the web sites of banks to learn how the bank approaches services for small business and what they can expect if they become a customer.
"The banks at the top end of the spectrum have truly raised the bar for communicating about their services online. Prospects come away not only knowing details about what small business services the bank provides. They also get a sense of what it is like to be a customer," said Steve Ellis, a Change Sciences Partner and one of the authors of the report.
The three best financial services sites overall are Chase, PNC and US Bank. The three poorest performers are Bank of America, BB&T and SunTrust.
Other web sites in the study include: Citibank, HSBC, TD Bank, Wells Fargo.
The report provides guidance on the use of video, techniques for effective small business product packaging, the design of effective product and service pages, switching support, communicating value proposition, effectively demonstrating what it is like to be a customer, best practices for providing value-added small business resources, and techniques for showing that the bank values customer service. The report is based on Change Sciences’ Kantuit(TM) technology and methodology. 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.
To download a detailed overview of the report, including the full site rankings, report table of contents, a metrics overview, sample charts, and methodology visit: http://www.ChangeSciences.com/Reports/Small-Business-Prospect-Experience.
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 been utilized by dozens of the world’s top firms to improve how prospects, customers, and employees experience interactive applications.