Tuesday Tips – Five Ways Financial Services Firms Can Enhance Their Public Homepage

by on Feb 07, 2012

Every Tuesday, Corporate Insight releases recommendations to help financial services firms improve a key aspect of the online user experience. Recommendations are taken directly from our Monitor ReportsandConsulting Servicesresearch, which cover the banking, brokerage, credit card, asset management and insurance industries.
This week’s recommendations come from our Mutual Fund Monitor report titled Public Homepages: Capitalizing on the Most Visible Page and focus on ways firms can improve their public homepage:

Allow Users to Browse and Search for Products – If public site visitors arrive either with a specific product in mind, or wish to browse asset categories, their shopping experience should be as seamless as possible. Firms have quite a few options to choose from, beginning with simple dropdown menus and fund search fields, to more advanced fund finder capabilities.
Provide Homepage Client Login Fields – Firms must not forget that the majority of their account holders will access the private site via the public homepage. To cater to these all-important visitors, firms should display a login field directly on the page in a visible location – currently offered by 53% of firms in this report.
Account Opening Should Be Front and Center – If a fund firm’s homepage succeeds in attracting potential customers, the next step should be very clear. Users should be able to quickly find a link to open an account and begin the paperwork process – a feat accomplished by a disappointingly low 35% of firms in this report.
Incorporate Blog Content – Blogs are increasingly providing asset management firms with an extra avenue of promotion, commentary and customer interaction. Public homepages provide a valuable area of promotion, and the more firms can incorporate blog content here, the better for their brand.
Promote and Integrate Social Media Presences – Social media is increasingly becoming a standard offering of asset management firms, and similar to blogs, these sites should be promoted on the public homepage. At the moment, 35% of firms promote their social media presence on the public homepage, although as of yet no firm does more than offer a few hyperlinks toward the bottom of their pages.
For more information on our Monitor or Consulting services, contact Bob Burlin at 212-832-2002 x-115 or rburlin@corporateinsight.com.