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.