Confusing, Distracting, Self-Serving: Top Gripes about Banks' Web Sites
NEW YORK -
Banks are doing a poor job of making their Web sites user-friendly, according to a survey by the strategic marketing company Netsmart America.
Of 1,000 people interviewed by Netsmart, 91% said bank Web sites are difficult to navigate and 83% said their frustration led them to resign from a bank Web site. The survey respondents use the Internet at least one hour a week, excluding electronic mail, Netsmart said.
Survey respondents made the following complaints about bank Web sites:
Too many clicks to get to the desired area (78%).
Got lost in the site (56%).
Confused by home page (65%).
Distracted by self-serving content (61%).
Bernadette Tracy, president of Netsmart America, said bank Web sites tend to be more egocentric than customer-centric. Corporate information often is easier to locate and use than the transactional services consumers really want, she said. "Banks need to have simple icon buttons like 'bill pay, click here.' "
With the sharp rise in the numbers of Internet users, "banks are missing out on an unprecedented opportunity," Ms. Tracy said.
Banks have succeeded in making "the customer enthusiastic about the concept of on-line banking and have built up expectations," Ms. Tracy said. But often when consumers go to banks' Web sites "it's a nightmare." -- Jennifer Weitzman
PALO ALTO, Calif. -- The market for electronic statements and electronic bill presentment and payment services will increase to $31.7 billion in 2005 from $2.5 billion in 1998, according to a new study by research firm Killen & Associates. …