Trends Report

Mastering Web Sales By Focusing On Shoppers' Expectations

Few Financial Services Firms Understand What Web Shoppers Want

September 29th, 2008
Brad Strothkamp, null
Brad Strothkamp
With contributors:
Carrie Johnson , Courtney Tincher

Summary

Contrary to popular belief, sales success in selling financial products in offline channels like the branch or phone does not necessarily translate into sales success in the online channel. The Web comes with a set of inherent customer expectations and rules that determine success or failure in the channel. Forrester partnered with comScore and uncovered 12 areas of shoppers' expectations. Results showed that expectations fall into three categories that eBusiness executives need to understand in order to best meet customer expectations and maximize Web sales: channel assumptions, basic requirements, and differentiators.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.