The research benchmarks how 12 leading mortgage lender web sites support people seeking products and services. Many mortgage sites are missing an opportunity to establish a meaningful rapport with mortgage shoppers.
As a group, mortgage web sites are less usable than e-commerce sites like Amazon and Walmart. Compared to other financial sites, mortgage sites are average performers for usability. Mortgage sites as a whole are less usable than personal finance sites.
Mortgage sites differ significantly despite sharing common design characteristics. The top three mortgage sites are 18% more usable, 11% more engaging and 30% more likely to convert than the bottom performing mortgage web site. Unlike other industries we study, no one mortgage site stands out as the leader of the pack. The top three mortgage sites differ by no more than 2 points overall.
Two large lenders performed poorly. Bank of America is 14% less usable, 13% less engaging, and performed 18% worse on conversion than the top three sites. TD Bank was 13% less usable, 8% less engaging and 26% less likely to convert than the top three.
The following chart shows how the top three and bottom three sites compare for perceieved engagment for two key groups: home buyers and refinancers. The top three sites were more engaging to both first-time buyers and refinancers compared to the bottom three sites, and the top sites were significantly more engaging for refinancers.
The research includes the following mortgage sites: Bank of America, BB&T, Chase, Citigroup, ERA Mortgage, PNC Home Lending, PNC Mortgage, Quicken Loans, TD Bank, US Bank, and Wells Fargo.
This research is based on our Change Sciences datasets. Our technology and process make it possible to compare a site's usability, engagement and conversion with competitive sites as well as the best sites on the web. Digital decision makers use our research to gain unmatched insight into their site's performance to move teams forward, confirm assumptions, and track performance over time. Get in touch today to learn more about our powerful and proprietary approach to benchmarking and optimizing user experience.
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Purchase the full report and give your team deep insight into best practices and the ways mortgage sites currently fall short.
Detailed documentation of design patterns that drive engagement, usability, and conversion on mortgage sites:
- A detailed site-level gap analysis, including annotated screenshots showing precisely where and why a site falls short for usability, engagement, and conversion
- A full scorecard with normalized metrics to track ease of use, engagement, and conversion over time
- We will include your site if it is not already included
Full Benchmarks and Best Practices Report Cost: $4,999
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