Trends Report

Why More Banks Should Put Search On Their Secure Websites

Online Bankers Say Search Is Important But Low In Quality, And Many Banks Don't Offer Search On Their Secure Websites

November 5th, 2013
Peter Wannemacher, Principal Analyst
Peter Wannemacher Principal Analyst
With contributors:
Benjamin Ensor , Anjali Yakkundi , Douglas Roberge

Summary

Banks routinely upgrade and enhance their secure websites with an eye toward meeting users' needs, driving sales, and differentiating from competitors. Key decisions in this process often revolve around which website features to prioritize. To help eBusiness leaders at banks, we used our Technographics® survey data to evaluate different secure website features as reported by active online banking users in the US and Canada. Online bankers rate secure site search above average in importance, yet below average in quality. What's more, many banks don't offer secure site search: Less than one-third of the 25 largest North American banks currently offer search on their secure websites. Combining this research with our recent bank secure website reviews, we believe there is an opportunity to improve the digital banking experience by introducing search on banks' secure websites.

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