This Mutual Fund Monitor Report examines investor site public homepages. In this report, we graded firms based on the presentation of each homepage, looking for an efficient design and timely additions. We also analyzed each homepage’s marketing efforts, including whether the firm effectively markets its products and services and if links to open an account are offered. Our examination also considered each homepage’s navigation efforts, including if links to key portions of the site are available.
This Mutual Fund Monitor Report examines investor site public homepages. When reviewing them, we graded firms by the following:
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Presentation & Timeliness
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Marketing Efforts
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Navigation
Firms scored well in this report, providing users with homepages that feature timely commentaries, product advertisements and company promotion. Four firms earned As, while seven received Bs. Only one firm failed and two firms received Ds.
Firms performed relatively well in terms of accessibility and navigation. 71% of firms feature an effective use of color and shading. Additionally, all but three firms feature quick access from the homepage to fund information, and all but two feature a site search on the homepage.
Firms were successful in their efforts to provide access to pertinent content. 82% of firms offer a timely news section and a timely commentaries section on their homepage, respectively. Similarly, 59% offer a frequently updated research section. However, only 29% feature dates that coincide with individual pieces in the news and commentary sections.
Firms also performed well in terms of their marketing efforts. 65% of firms feature a product promotion on their public homepage and 76% feature a promotion for firm-generated content. However, only 35% of firms feature social media promotions on their homepage and only 29% advertise their blog.
The report includes the following key findings:
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35% offer user-controlled rotating images
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24% provide editable fund trackers
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59% feature on-page private site login fields
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Only 12% feature sharing capabilities
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