July 2018 – Typical Deposits: Public Site Product Pages

Product pages are primary selling tools of a banks’ deposit account suite. Well-organized and easily findable pages
help prospective customers analyze the features, rates and fees of an account as well as make informed decisions on whether accounts will meet their needs. Product pages also present an opportunity for banks to highlight other
deposit products, non-deposit products and unique services. This report analyzes the design and organization of
bank account product pages, taking note of inconsistencies and presentation of critical information.

All 18 firms in the Bank Monitor coverage group use a standard product page template for at least one deposit
product type, but only 13 firms (72%) do so across account types. For the design of product pages, every firm takes
its own approach, though long-scroll pages are common from 11 firms. There are standards and commonalities in
terms of page information, with every firm highlighting fees and offering a link or button to the online application.
Most firms highlight minimum opening deposits, interest rates and main account features but vary in all additional content, such as current customer reviews and financial wellness education information.

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