Summary
Building an effective Web sales strategy involves more than just understanding what happens on a specific financial institution's site. Search engines, comparison sites, and aggregators are playing an increasingly important role in how financial consumers shop for financial products online. eBusiness executives must understand the "hows" and "whys" of the ways that these Web sites are used so that they can effectively meet the expectations of tomorrow's Web shoppers with their site content, tools, and functions.
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