For Financial Services Professionals

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	October 23, 2006 Online Credit Card Shoppers' Paths To Purchase Navigational And Survey Data Uncovers How Prospects Use Web Sites by Brad Strothkamp with Bruce D. Temkin, Peter Hult

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Executive Summary

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.

TABLE OF CONTENTS

• Understanding How Online Consumers Select Credit Cards
• Big Banks Fare Well In Attracting Prospects And Applicants
• Credit Card Path To Purchase: How Prospects Become Applicants

RECOMMENDATIONS

• Credit Card Providers Need A Strong Internet Strategy
• Related Research Documents

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