How Good Is The Customer Experience At Canadian Bank Sites In 2010?
As part of a larger project that Harley Manning explained in a recent blog post, I've published a document that evaluated the customer experience at six top Canadian Bank Web sites. The premise was simple: we wanted to test how easy it is for a user who wants to find a checking account at a bank with a local branch that has weekend hours. We also wanted to know the fee structure and minimum balance requirements.
How did the sites perform? Overall, they did poorly, with no site achieving a passing score on our Web Site User Experience Review methodology. All of the bank sites we reviewed provided the necessary content and function needed to complete the goal, but none of them did so in a way that was contextual, findable, understandable, and trustworthy. Specific problems that plagued the sites included missing or misplaced content and function, inefficient task flows, and poor use of space, to name a few.
On the plus side, each of the sites provided a lesson for others to learn from. For example, while National Bank of Canada scored lowest in our evaluation, its page that sets up the application process clearly lists eligibility criteria, the information required to open an account, and a clear list of the steps in the online application process.
Of course, this is not to suggest that these sites merely need to copy one another’s best practices. Removing the basic roadblocks to doing business is an important first step, but beyond that, Canadian banks need to look for ways to differentiate the brand experience from the outset of the relationship that begins with finding the right account.
For more details, please view the full report, “Web Site User Experience 2010: Canadian Banks.”