Why Read This
Consumers go to financial services Web sites with different motives — some want to access their own accounts and some intend to research or buy a specific financial product, while others are looking for a solution that fits their needs. Visitors to financial services Web sites have clear expectations about the content and functionality they want and clear preferences for how
they want that information to be presented. eBusiness executives should ensure that their sites help customers achieve their goals by helping them find what they are looking for, earning their trust, and presenting complex information in an intuitive and interactive way. Meeting customers' expectations will help executives meet their own eBusiness objectives and create opportunities for the product offers and recommendations that many customers want.