Financial E-Commerce

Many financial site planners bemoan the fact that their Web-site visitors don't visit financial planning areas intended to provide leads to advisors as well as for product purchases. Why don't online visitors frequent such areas? One reason may be that the subsequent pages require personal information for registration. If the visitor suspects that by completing the registration, a salesperson will call, fill the mailbox with more junk mail, and/or send unwanted e- mail, the visitor may abandon the Web site.

Instead of prematurely requesting a visitor's contact information, lead the visitor down a path where he or she can complete the desired research and make an educated decision. By creating a logical and helpful user experience along a Web path, online visitors are more likely to stay on the buying track.

Offer the opportunity for an online visitor to interactively calculate financial circumstances whenever a rate or other product information is provided. The visitor is unlikely to take action without this most basic piece of knowledge. When online visitors discover the answers to their questions through the use of interactive tools, it is essential to provide a call to action in the form of a "Next Step." The vast majority of financial tools available on Web sites have no call to action.

"Next Steps" are options for action seamlessly included in the area where visitors study their computed answers. Depending on the goal, "Next Steps" may vary according to the decision or product the visitor is investigating. For example, if acquisition is the goal, the "Next Step" may be to direct the customer to an online application. The credit-union case study says it all.

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