I am looking for a research if its done or if people can share their
knowledge & experience supported by research from.
Its is about the layout of the the homepage for a commercial bank
which provides internet banking as well to its customers. My queries
a) Should there be one or more than one campaigns run at a time on the homepage?
b) What on the homepage could draw customers attention apart from
c) What could attract new customers to apply for a product?
d) Should the layout of homepage provide less information but more
white space and links? Or is it better to say all highlights
I use internet banking for years in our country it is well-known and easiest thing to do banking operations. In 2004 there were 54% of Estonian citizens who use internet banking. It isn’t separate product it is bonus for bank customers you don’t have to go anywhere to transfer money or to get knowledge of your transfers or turn on/off mobile banking options. My experience is if there is bank what has only internet banking but doesn’t have office to talk with customer, customers can't trust bank enough.
But answers to your questions:
a) One only. If you put more than one users will start scare that, they don’t understand what to do and don't trust that page. If you want show more than one campaigns you can do alternative page for some people. Like in my bank there is one main page address and then there is address for young people. There are two different campaigns.
b) Colors, lots of different colors and too strong colors; Lots of advertisements; Errors; Too many pictures. I like from Estonian banks sites most https://www.hanza.net/cgi-bin/hanzanet
c) If Hansapank started to ask more money for transfers from office but it was free in internet. Now there are e-bill (bill comes with e-mail to my bank and I see it from internet banking account and I can start to pay it), mobile banking - my banking account is attached with my gsm and I can call to certain number and they say what is my account status. If there will be transfer to my account I will get sms. And if I pay for something big I will get sms as well. It is in case I have lost my card, but haven’t noticed it yet. And I can use bank from wap (there are not so much opportunities but its nice and easy and everywhere usable). From internet I can see how much retirement benefit I have collected, how much money I have in stocks and how I have spent my money. How much I have incomings and from I have them. And it is so easy to use and don’t have to go to bank office for an hour to collect that knowledge. Sometimes if new users afraid to use internet banking, teller and customer goes behind the computer in bank office and they will see all options together. So customer will see how easy it is and won't afraid that. But it has to work perfectly. If customer sees something wrong and he starts afraid that again and if you correct that in a week customer starts it using not before 4-5 years - it is his/her money.
d) it should les information and more white space and links.
I hope it is useful,
From: discuss-interactiondesigners.com-bounces atlists.interactiondesigners.com [mailto:discuss-interactiondesigners.com-bounces atlists.interactiondesigners.com] On Behalf Of Ashish Tibrewal
Sent: Tuesday, July 26, 2005 11:51 AM
To: discuss atixdg.org
Subject: [ID Discuss] Looking for studies done for homepage layout for a bank
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As you have not clearly stated the type of homepage, I assume that the banking website home page that you are talking about is not the marketing website homepage but transactional homepage.
We have designed and tested some banking applications. Here are some thoughts from our experience.
> a) Should there be one or more than one campaigns run at a time on the homepage?
Only one and not more than one campaign on the home page. You need to ensure that the campaign is relevant to the type of user - type of account, type of customer, account length, etc. Users come to banking sites to perform certain tasks. You also need to ensure that the campaign does not in any way hamper the current tasks that the user is going to do. Your success rate may be higher if a campaign is targeted at the completion of task and not at the beginning.
> b) What on the homepage could draw customers attention apart from Internet banking?
This is a strange question! If your website's business goals and usability goals are clear and measurable, you need not ask this question. Many of us make a mistake of starting usability projects without measurable goals -- its never too late to make goals. You will see the path clearly.
BTW, attention seeking techniques are well documented in cognitive psychology literature. Gestalt psychology identifies principles by which we create order out of visual chaos - proximity, similarity, continuance, figure-ground, and closure.
c) What could attract new customers to apply for a product?
New users must become comfortable doing basic banking operations. They may not be tempted to try out new products. New products are like campaigns - entice the customer for new products after successful completion of tasks. We have seen that waiving of service charges on the proposed product or exiting products works well.
> d) Should the layout of homepage provide less information but more white space and links? Or is it better to say all highlights immediately?
Homepage must provide information according to the user and her goals. As stated earlier, users dont come to banking sites without a short term goal or task. Now, the banking websites must understand the goal and provide appropriate help. Some of the directions to this are:
1. What is the current balance?
2. What are the recent transactions?
3. What are the pending transactions?
4. What is status of the money invested in retirements funds, mutual funds, stocks, etc.?
5. What and how much are the loans pending?
6. What are pending or upcoming bills that need to be paid along with the status of previous bills?
7. What is the status of money transfers?