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Keynote banking's best websites
- 1. Banking's Best Websites: Who is Leading the Way and Why An InformationWeek Financial Services Webcast Sponsored by
- 3. Today’s Presenters Chris Musto, GM, Keynote Competitive Research and Financial Services Keynote Systems Ken Harker Senior Consultant Keynote Systems
- 5. To learn what works in online banking, Keynote asked online bankers as they used online banking SITES EVALUATED: SAMPLE: Bank of America 7 evaluations; 1519 panelists total Chase ~200 per site; US online adults 18+ Citibank Current online banking customer of site being evaluated SunTrust All panelists successfully logged in to account U.S. Bank Wachovia TIMING: Wells Fargo Wave 7 evaluation period: May 2010 Previous evaluation period: May 2009 Next evaluation: May 2011
- 6. As they took the study, we saw how they used the offering, asked what they thought of it, and analyzed the results We invited online …to evaluate their ..using our browser bankers… bank’s online companion that banking captures events …which we analyze …providing …performing tasks quantitatively and clickstreams, & answering qualitatively comments and questions feedback “Find information that meets your needs.” “How satisfied are you with this site?”
- 7. To the user, the evaluation was a natural experience The user’s view Keynote asks user to perform a task Keynote asks questions about the user’s experience performing that task Keynote asks the user’s impressions of the bank To us, it was an opportunity to find out how some banks get better business outcomes from online banking
- 8. We asked users to perform six tasks 1. Log In 2. Check Balances and Transactions 3. Update Personal Information 4. Schedule Payment or Explore Online Bill Payment 5. Use Customer Support 6. Explore the bank’s other products
- 9. As users conducted the six tasks, we found the experiences that predicted Brand and Loyalty BUSINESS SUCCESS DRIVERS BRAND IMPACT LOYALTY IMPACT Correlation to Correlation to Brand Impact Loyalty Impact 1. Customer Support 3. Bill Pay Satisfaction = The highest partial correlation of driver to index
- 10. Who excelled at these business‐driving site experiences? Bill Pay RANK Customer Support Satisfaction 1 SunTrust Bank of America 2 3 Bank of America SunTrust 4 U.S. Bank 5 6 7
- 12. Customer Support Rankings Top metrics in this driver SunTrust and Bank of America among top sites • Options to resolve satisfaction • Agree in‐context help provided • Agree site cares • Online help not well organized • Difficult to locate FAQs and other online help • Difficult to search online help • Site doesn't provide specific tips/ instructions as I complete different tasks
- 13. SunTrust Leads: Agree In‐Context Help Provided Rate of “top‐two box” agreement with statement How strongly do you disagree or agree with the following statement? "This site provides me with help, tips, and guidance specific to the task I am trying to complete (i.e., without having to leave the page I am on)." 1 = Strongly disagree 7 = Strongly agree
- 14. Rate of online banking users frustrated by lack of live chat in online banking Bank of America is meeting an expectation Which of the following problems or frustrations, if any, have you encountered when contacting customer service at COMPANY in the past (via e‐mail, phone, etc.)? [Check all that apply] Online chat not available
- 15. Live Chat gets noticed: Bank of America Multiple contact/ help options • “There are different options to get customer service such as telephone, email or chat.” • “…seem to be there for you 24/7. If you need to talk to someone, you can chat, e‐mail, or call the 1800 number.” • “I like the fact that there are different channels of support whether it is live or web/phone. I do like having immediate support.” • “I like that when I click help it pops up help for the section of the site I am on, ex if I am in bill pay I am given help for bill pay.” Live chat helpful for immediate help • “Like very much online live chat. Very very helpful.” • “I used the live chat for a problem and it was resolved right away.” • “…I also really like that there is an online chat. That makes it really easy when I am already on the computer and I need help solving an issue.”
- 17. Bill Pay Satisfaction Rankings All metrics • Schedule payment satisfaction (Q58) • Schedule payment difficulty (Q56) • Inadequate online banking feature: Pay bills online (Q117) • Reason to Stop Online Bill Pay: Difficult to use (Q61) • Reason to Stop Online Bill Pay: Not enough bill pay features/options (Q61) • Inadequate online banking feature: Receive bills online (i.e., e‐bills) (Q117) • Reason to Stop Online Bill Pay: Fees are too high (Q61)
- 18. SunTrust and U.S. Bank: Schedule Payment Satisfaction (Q58) How satisfied are you with the online bill payment service at this site? 1 = Not at all satisfied 7 = Extremely satisfied
- 19. Bill Pay Satisfaction Best Practices: U.S. Bank Quick and easy to use • “Quick, clear, easy.” • “It's very easy to use, the process is fast.” • “It's convenient and very easy to use.” • “I like the simplicity of it. Very clean.” Ease of looking up/ adding a new bill • “It can pay a person by looking up his phone number.” • “Setting up new payee started with asking for phone number, to simplify process.” • “It's so easy to look up a person if you are paying them a bill. finds all of their information for you.” • “Easy to figure out how to add bills, and lots of good instructions.” Helpful ‘Payment Assistant’ window • “When you click on a bill to pay, a box comes up with information on the last 3 payments that were made to the account.”
- 20. Bill Pay Satisfaction Best Practices: SunTrust Quick and easy to make payments, service is free • “It's easy to use, & fast.” • “The ease of use and it's free!” • “The online bill pay procedure is very straight forward and simple. And it is free.” • “It is fast and easy to arrange the payment online and hassle‐free.” • “The service is very easy to use and convenient.” Helpful ‘Payment Assistant’ window • “My payment history is right there so that I can review previous payments and time when they were made.” • “I like being able to see what my payment history to each biller is…” Ease of adding new payee • “I like how easy it is to add a bill and to make a payment.” • “It is easy to use and I can pay any bill or anyone.”
- 22. BB&T: Landing page as hub Tell the customer what they need to know, even if they didn’t realize they needed to know Display upcoming transactions Show alert topics Highlight “new” information
- 23. PNC: Leading the movement from statement to hub Tell the customer what they need to know, even if they didn’t realize they needed to know Available balance is the one dimensional metric that matters most in a checking account But what has posted and what will post are critical to understanding that metric and answer most questions On page tools to sort or filter transactions Aggregate of pending withdrawals and deposits
- 24. Webster: The little bank whose customers could… do it more easliy What do I need to know and what can I do? Unlike customers at most large banks, Webster customers don’t have to click past the secure site landing page to see if a recent transaction has been processed. The site also provides an on‐page transfer interface. The link directly to the current statement is an easily ignored but important feature, with most banks requiring a one click to pick an account and a second click to view its statements.
- 26. Bank of America: Transaction history enables on‐page editing A streamlined path to edit transaction records directly from the table without clicking through hierarchical pages makes for a more intuitive and faster user experience
- 27. Bank of America: Low barrier to feedback on transaction tagging “Tax deductible” “reimbursable” Not just beautiful words to your accountant Lower barriers to positive returns on consumer effort still pay off for both bank and customer
- 29. Banking Prospects How do banking sites compare in technical quality? Site performance and site availability are a good start Keynote uses a more holistic approach to assessing site quality Consider a common path (transaction) through the site In this case, start at a bank home page, step through the process of finding information on checking accounts, and begin the application process Knowing how your site ranks in a competitive study is important, but knowing why you rank where you do is more important
- 31. Transaction Compared Home Page List/Details Apply Prospective Customer
- 32. 7 Key Factors High Speed Response Dial‐Up Response Responsiveness Response Time Consistency Index Geographic Uniformity Load Handling Availability Reliability Outage Hours Index
- 33. Study Period For one‐time studies, Keynote uses at least three weeks of data • Important to measure weekdays and weekends • Multiple weeks reduce the impact of any holidays or unusual news events • For banking studies, Keynote does not consider weekends to be “peak period”, but as more and more customers interact with financial institutions online, this might need to change • Long‐term continuous measurement is the best way to manage site performance
- 34. An Example of an Action Area – Average Time and Variability All pages are very slow to a small percentage of site visitors • 5% of visitors see page load times of slower than 23 seconds • Keynote recommends all page loads average 2 seconds or faster High 95th percentile times indicate small number of site visitors see much slower times than the average site visitor
- 35. Action Areas – Profiling Page Performance by Element Many things can impact site performance, including issues with application calls, CDNs, and third‐party elements You cannot rely upon implementing best practices to solve all problems, you need to measure
- 36. Action Areas – Application Calls and Variability The application call that generates the base page content occasionally takes 5 to 8 seconds to load End users see no changes to the new page until this call is complete The delay is very damaging to end user perception of the site
- 37. Action Areas – Client‐Side Processing 150 ms of client‐side processing delay Although banking sites are not pushing the AJAX, Javascript, and Flash model as much as other industries, we are seeing it more and more You need to understand the impact of client‐ 200 ms of client‐ side processing time side processing delay This page has two periods of client‐side processing, early in the page download, that impact the end user perception of the page
- 38. Action Areas – Third‐Party Elements Managing the performance and reliability of third‐party calls (ad tags, analytics tags, marketing tags, etc.) is a challenge Delays from third‐party elements can block critical page content from loading The delay is very damaging to end user perception of the site sales.liveperson.net call takes an extraordinarily long time Critical page content from the banking site is blocked from loading
- 39. Action Areas – Geographic Uniformity Site visitors in San Francisco, Miami, and Los Angeles have slower page download times than the other markets Is this normal? Can something be done? Would a CDN help? Are third‐party elements partly to blame? What else can I do to make sure all of my customers are getting the same level of service?
- 40. Keynote Competitive Research Mobile Banking
- 41. Common Challenges to Overcome 1. Increasing demand for your services on mobile 2. Need for consistent QoS across devices and networks 3. Dependency on 3rd Parties to deliver mobile services 4. Lack of ability enforce SLA due to insufficient “evidence” 5. Service downtime and poor performance can affect revenue and brand reputation 6. Quick release cycles impacting QoS 7. Need for performance trend analysis
- 42. Different Options to Deliver Content Web Applications SMS Applications Native Applications
- 43. Web Application Monitoring Typical Online Banking Customer Activity: Send Payment 1. Start browser on mobile device 2. Open site URL 3. Login with account credentials 4. Complete payment transaction 5. Take timings of page load response 6. Validate correct content appears 7. Save result to reporting server
- 44. Web Application Monitoring : Send Payment 2 3 1 4
- 45. 100% 80% “We are unable to complete your payment...” 45 March 10, 2011 ©2009 Keynote Systems, Inc. - All rights reserved
- 46. Mobile Web Applications Issues Image timed‐out Expected Actually Received
- 47. Native Smartphone Application Monitoring Download from mobile app store 1. Start App 2. Login 3. Access main account balance screen 4. Take timings based on UI actions 5. Validate correct result appears on the UI 6. Save timings to reporting server
- 48. Native Application Monitoring #1 Start #2 Login #3 Retrieve #4 Display Application Account Info Account Balance
- 49. Login function is Account summary broken for several screen takes over 60 seconds to load hours Loading… Login function is broken for several hours MyKeynote can track problems with applications running on real iPhones 49 and other popular mobile handsets March 10, 2011 ©
- 50. Competitive Benchmark: Home Page Download Performance in Seconds How important is being fast? ©2007 Keynote Systems, Inc. Keynote & Client Confidential.
- 51. Mobile Banking Summary Mobile Banking is providing competitive differentiation Mobile Banking leverages: SMS Mobile Websites Native Smartphone Applications (iPhone, Android, BlackBerry) Composite Transactions End users show low “failure tolerance” when applications touch their personal financial information Competitive benchmarking is extremely popular
- 52. Questions?
- 54. Resources To View This or Other Events On-Demand Please Visit: http://www.netseminar.com For more information please visit: http://www.keynote.com/company/events/events.html