Credit Card Web Sites 2013
In May 2013, Change Sciences asked consumers interested in applying for a credit card to interact with leading credit card sites and share their experiences. There is significant variation among credit card site user experience, particularly for engagement.
The top 3 credit card sites were Chase, Citi, and Nerd Wallet. Other sites in this research include: American Express, Bank of America, Barclay Card, BB&T, Capital One, Credit.com, Discover, Fifth Third, Google Advisor, MasterCard, PNC, SunTrust, US Bank, Visa, and Wells Fargo.
The following figure compares the user experience scores for credit card web sites to a sample of other verticals in the Change Sciences datasets. Usability is shown on the x axis; conversion is shown on the y axis. The size of the sphere depicts the engagement score.
Credit card sites, as a group, scored below average for usability and conversion, and were less engaging compared to a sample of other verticals. But there is significant variation among credit card site usability and engagement, pointing to a sginificant opportunity for many sites to improve their experience.
One metric that is a component of usability is task success rate. The following chart compares the site with the top success rate, Chase, with the site with the poorest success rate, Barclay Card.
Most participants found the Barclay Card site cluttered. According to one user, “It's too cumbersome with too many words and graphics. Like too many food choices on a menu—they need to simplify.” (Female, Gen X, Comfortable)
Other metrics tracked by the Change Sciences datasets include time on task, perceived engagement, likelihood to recommend, and more than 15 others.
This research is based on our Change Sciences datasets. Our technology and process make it possible to see and compare how sites perform for usability, engagement, and likelihood to convert. Through comparisons we are able to identify user experience performance gaps in a new and powerful way. We are able to reveal design patterns that build trust and compel people to action. And, we are able to set and track performance targets against peers and the best sites on the web.
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- Detailed documentation of design patterns that drive engagement, usability, and conversion on credit card web sites
- A detailed site-level gap analysis, including annotated screenshots showing precisely where and why a site falls short for usability, engagement, and conversion
- Normalized metrics to track ease of use, engagement, and conversion over time
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