Save or Share this Report

For eBusiness & Channel Strategy Professionals

How US Online Consumers Research And Buy Credit Cards

Online Capabilities Are Crucial To The Purchase Journey

February 27, 2015

Primary author headshot

Authors

  • By Alyson Clarke
  • with Benjamin Ensor,
  • Adam Moitoso,
  • Audrey Blumstein

Why Read This Report

Credit cards remain the top selling financial product in the US, even though sales are significantly lower than before the financial crisis. Prospects shopping for a new credit card have clear goals that include researching, comparing, and selecting the best card for their needs. Websites play a crucial role in the purchase journey for many customers, which makes the actions of eBusiness executives crucial to driving their firms' overall credit card sales. To increase credit card sales, eBusiness and channel strategy executives need to deepen their understanding of credit card buyers, tailor digital content and functionality to different types of card buyers, and integrate human and digital touchpoints to support prospects throughout the purchase journey.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.

Purchase Report

This report is available for individual purchase ($745 USD).

Purchase

Table of Contents

  • Digital Touchpoints Are Central To Credit Card Purchasing
  • Map Customer Journeys To Spot Opportunities
  • RECOMMENDATIONS

  • Build Digital Content Tailored To Each Type Of Credit Card Buyer
  • Supplemental Material
  • Related Research Documents

Recommended Research