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For eBusiness & Channel Strategy Professionals

2014 US Bank Digital Sales Benchmark

Bank Of America Tops Our Review Of US Banks' Sales Functionality

November 25, 2014

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Why Read This Report

We used our Digital Sales Functionality Benchmark methodology to evaluate the public websites of the five largest retail banks in the US. This benchmark covers 36 criteria across four categories aligning to the phases of the customer life cycle: discover, explore, buy, and use. US banks offer excellent product research tools but could do more to help customers move through the purchase journey. To build on these strong foundations, digital banking teams should help customers with financial advice, cross-sell related products and services, and continue to engage customers after the application process. This report is intended to help eBusiness and channel strategy professionals benchmark their own online sales capabilities, identify good practices, and plan future improvements to their digital sales tactics.

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Table of Contents

  • Forrester's Digital Sales Functionality Benchmark Methodology
  • The Benchmark: Bank Of America Leads, But All Five Banks Are Strong
  • Best Practices Of US Banks' Digital Sales
  • RECOMMENDATIONS

  • To Build On A Strong Foundation, Sweat The Small Stuff
  • WHAT IT MEANS

  • Pushing Further Means Learning From Digital Teams In Other Industries
  • HOW FORRESTER CAN HELP

  • Benchmark Your Digital Sales To Identify Strengths And Weaknesses
  • Supplemental Material
  • Related Research Documents

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