Summary
Nearly half of financial buyers use the Web to research financial products, but only about one-quarter of financial buyers also apply online. Yet for some financial products, online-influenced sales are substantially larger than direct online sales. Financial services eBusiness executives need to measure and communicate online-influenced sales to increase recognition for the Web, justify eBusiness investments, and increase overall sales. While online-influenced sales are hard to quantify, eBusiness executives should use surveys to approximate the impact of the Web on offline sales.
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