April 2019 – Public Site Navigation

Prospects visit firm websites to learn about annuities, contact firms, research possible purchases and initiate purchases. Firms should provide consistent and predictable navigation to ensure that prospects can accomplish these goals; even the most detailed resources are useless if prospects cannot find them. Prospects preparing for retirement may not be familiar with specialized products like annuities, so site navigation should be clear and intuitive to guide them to retirement-related resources. Effective navigation is particularly important to preempt the need for search, as our August 2018 report found that many firms’ search tools yield weak results and may frustrate prospects. This report analyzes public site navigation for the 18 Annuity Monitor firms, looking for clear and consistent access to all site sections.

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