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Banking and Cards Research

Digging into the Customer Experience: Banking and Credit Cards

Corporate Insight’s Bank Monitor, Credit Card Monitor and Small Business Card Monitor provide ongoing coverage of the products, websites and overall customer experience offered by the nation’s leading banks and card issuers. Our value-added banking and credit card research digs deeply to evaluate the retail and small business customer experience.

Private Site Navigation PDF Print E-mail
The usability of any bank’s private site is based on more than just the tools and information it provides, it also depends on the ease with which they can find these tools and account maintenance features. In this Bank Monitor Report, we investigate the navigation of each bank’s online account management site, looking at the main navigation design, page layouts, quicklinks and information architecture.

In this Bank Monitor Report, we look into the navigation provided by each firm on its private site. Navigation is one of the most essential aspects of any account management private site, with even the best tools rendered ineffective if clients cannot locate them. As we investigated the navigational features of the various banks’ online account management sites, we focused on the following issues:
  • What does each firm use for its main navigational architecture?
  • Are sites designed in a consistent manner with links and page designs standardized throughout?
  • Do issuers use quicklinks, flyout menus or any other shortcuts to speed navigation?
The dominating main navigational driver across bank firms is currently the top nav bar. Of the 16 banks tracked by Bank Monitor, all but two firms employ a top nav bar. Leading issuers enhance this feature in a number of ways, with three firms providing flyout dropdown menus for one-click access to sub-sections of the site, while 63% of the firms offer a secondary nav bar to provide sub-tabs for each main header and two firms. Two firms currently use left navigational menus in addition to a top nav bar to provide secondary navigation. Additionally, the use of quicklinks provides clients with shortcuts to frequently used tools and sections. Fifty-six percent of firms offer consistent quicklinks throughout the private site to facilitate easier navigation.

Consistency between links and page designs throughout a private site is beneficial to both experienced users and novices. Of all the firms, 63% currently use a standard page design throughout the private site, though only 50% of the firms present all links with standardized colors and underlining.
Additional key findings include:
  • Nearly half of all firms include non-applicable links on their private site.
  • Three firms offer dropdown quicklinks to shortcut to various aspects of the private site, enabling quicker navigation without cluttering the page.
  • No firms currently offer breadcrumbs, a hyperlinked pathway below the nav bar, to inform users where in the site architecture they currently are.
 
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