For Customer Experience Professionals

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	July 10, 2009 Best And Worst Of Financial Services Brand Building Web Sites, 2009 Forrester Applies Its Web Site Brand Review Methodology To The Sites Of 16 Top Financial Services Brands by Ron Rogowski with Harley Manning, Richard Gans, Rachel Zinser

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Executive Summary

How good is the overall experience offered by leading financial services brands' Web sites in 2009? To find out, Forrester graded the sites of 16 top financial services brands using Forrester's Web Site Brand Review methodology. Our tests measure how well top sites cater to user needs (Brand Action) and how well they infuse their Brand Image into the Web experience. We found that four companies' sites differentiate themselves in both these dimensions: Discover, Progressive Casualty Insurance, Vanguard, and Wells Fargo. Unfortunately, we also found many problems on the sites we reviewed. Common Brand Action problems included poor text legibility, confusing category names, and missing or buried functionality. On the Brand Image side, sites were guilty of using fonts that weren't consistent with other channels, poor production values, and lack of functionality to support brand positioning. To improve the online brand experience, financial services firms should map clearly defined brand attributes to user goals and ensure that brand comes through the entire site experience.

TABLE OF CONTENTS

• How Good Is The Online Brand Experience At Top-Rated Financial Services Firms?
• Adopt Best Practices From Brand-Building Leaders

RECOMMENDATIONS

• Let Your Site Set The Tone For Your Financial Services Brand
• Supplemental Material
• Related Research Documents

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