Trends Report

Benchmarking German Banks' Sales Sites, 2011

eBusiness Executives Should Prioritize Adding Product Selection Functionality

March 14th, 2011
Vanessa Niemeyer, Ph.D., null
Vanessa Niemeyer, Ph.D.
With contributors:
Benjamin Ensor , Beth Hoffman

Summary

Forrester evaluated the public websites of eight German banks using our Website Functionality Benchmark methodology — and found gaps in marketing, advice, and application support. Few German banks' websites excel in attracting customers' attention to their giro account offers. While eBusiness teams have done well at providing product information, most fail to help customers find the right giro account or provide helpful pre- and post-application information. eBusiness executives should advertise giro accounts on their websites more prominently, highlight company and service benefits, and provide more and better functionality for product comparison and selection.

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