For Financial Services Professionals

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	September 26, 2006 Egg Tops Our UK Direct Banks' Web Site Rankings by Tim van Tongeren with Cliff Condon, Benjamin Ensor, Ashara Giordanelli

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Executive Summary

Are UK's direct banks setting the standards for developing compelling sales experiences on the Internet? Not according to our findings. Only Egg meets our minimum requirements for effective online sales. The other firms — Smile and First Direct — were no better at it than the high-street banks on average. The sites run into the biggest problems with guiding target users to content and function and impressing prospects with their products and brand. Banks across Europe can learn from Egg how to move prospects through online applications. To get customer experience right, direct firms should put in place site design discipline.

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