Trends Report

Getting More Financial Services Shoppers To Apply Online

Many North Americans Have Not Applied Online But Would Consider Doing So

September 30th, 2008
Peter Wannemacher, Principal Analyst
Peter Wannemacher Principal Analyst
Brad Strothkamp, null
Brad Strothkamp
With contributors:
Benjamin Ensor , Courtney Tincher

Summary

eBusiness professionals at financial firms must understand not only who is already buying financial products on the Web but also who is the most likely to do so in the future. Forrester identified three segments of online financial consumers: Online Applicants, No Ways, and Potentials. Understanding who these customers are, especially their goals and concerns, is the key to getting more consumers to apply online. To be successful, eBusiness professionals should confront privacy and security concerns, communicate the benefits of applying online, and provide incentives to encourage trial.

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