October 23, 2006
Online Credit Card Shoppers' Paths To Purchase
Navigational And Survey Data Uncovers How Prospects Use Web Sites
This is the second document in the "How Consumers Use Financial Sites" series.
with Bruce D. Temkin, Peter Hult
Executive Summary (This is a document excerpt)
Forrester examined how consumers use top credit card Web sites and search engines during their search for a credit card, analyzing the content, tools, and sales channels that lead to the highest conversion rates. We found that traditional banks like Chase and Citibank hold their own with monoline providers like Discover and Capital One at attracting prospects and applicants and converting site visitors. The use of portals like Yahoo! Finance and MSN Money do not play a significant role in the overall sales process. Finally, credit card applicants often use product selection tools and online applications.
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Forrester analyzed navigational and survey data provided by Compete from its panel of 2 million US consumers. Related Research Documents
August 7, 2006, Trends
June 7, 2006, Best Practices
February 2, 2006, Trends
May 17, 2005, Trends |
Understanding How Online Consumers Select Credit Cards
Online Credit Card Shoppers Overwhelmingly Prefer To Apply OnlineFind Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents.
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Original air date: Tuesday, June 30, 2009
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