Product list pages act as central locations for firms’ proprietary products. Seeing as fund profile pages are the most-utilized resource by most advisors, firms should make them easily findable. One of the easiest ways to do this is by offering a well-constructed and navigable fund list page.
Firms that provide pages that feature a well-organized structure, present a breadth of data points and supply a wide scope of screening criteria offer a better user experience for their advisor clients and increase the likelihood of repeat site visits and brand loyalty. Corporate Insight’s recent report on product list pages assesses the interfaces of 18 of the firms in the Asset Management Monitor – Advisor coverage set.
Exceptional product list pages offer advanced sort and filter capabilities within an organized, centralized interface
To offer robust fund details in a digestible format, firms should employ supplemental organization and navigation. Firms do this in a variety of ways, including tabs (89%), views (74%) and sorting capabilities (83%). Only 44% of firms house all fund types centrally, despite its status as a best practice. Returns and yield data are the most common, with 15 of 18 firms providing them. Most firms (83%) supply at least one fund document to download.
Fund filters are an important part of effective product list pages, and the most common filters in our coverage set are asset class and share class screeners, which 15 firms supply. Few firms offer value-add featured on their fund list pages, with the most common features being fund watch list addition functionality and downloadable Excel documents—offered by only 21% and 26% of coverage set firms, respectively.
Recommendations for a strong product list interface
- Organize detailed list pages with tabs, views and sorting capabilities that help advisors locate, understand and prioritize fund data
- House all product types in one central location to enhance resource findability and usability
- Include a variety of data points to give advisors the best search and comparison experience
- Offer a wide variety of unrestrictive filter options
- Leverage fund list page traffic to highlight firm value
Subscribers can read the full report on product list pages on our client portal. For access, or for more competitive intelligence on the user experience that asset managers provide to advisors, check out Corporate Insight’s Asset Management Monitor – Advisor research services.
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