The Consumer Experience of Bank Web Sites

Optimizing First Impressions, Account Selection and Online Account Opening

We compare detailed user experience metrics on what people experienced as they attempted to find a deposit account that met their needs and apply for it on leading national and regional bank sites over the last month. We look at how sites cross sell and up sell core products, and we look at how sites optimize account selection and online account opening for ease of use, informativeness and persuasiveness.

• Sites Evaluated: 17
• The Top Three Sites Overall: Bank of America, Citibank and BB&T