Why Read This
Forrester evaluated the public Web sites of the big four Australian retail banks — Australia and New Zealand Banking, Commonwealth Bank of Australia, National Australia Bank, and Westpac — using our Web Site Functionality Benchmark methodology. Australian banks' Web sites are especially strong in supporting the online application but lack basic content and functionality for supporting the first phases of the customer journey. eBusiness executives should advertise everyday accounts more prominently, offer a well-structured and sales-oriented product overview for everyday accounts, tell prospects why they should become customers, and provide needs-oriented advice tools that help customers choose the right everyday accounts.
Tags: Banking, Benchmarks, Customer Experience Management, eCommerce, Expert Reviews, Financial Services, Marketing & Strategy, Multichannel Selling Strategies, New Account Opening & Fulfillment, Online Banking, Online Financial Products & Services, Web Design & Usability