Trends Report

How US Online Consumers Research And Buy Credit Cards

Online Capabilities Are Crucial To The Purchase Journey

February 27th, 2015
Alyson Clarke, Principal Analyst
Alyson Clarke Principal Analyst
With contributors:
Benjamin Ensor , Adam Moitoso , Audrey Blumstein

Summary

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.

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