Keynote® (NASDAQ: KEYN), the global leader in Internet and mobile cloud testing and monitoring, today announced the results of a new study examining the business effectiveness of U.S. credit card marketing websites. In the latest Keynote study of Credit Card websites, U.S. Bank took first place for Overall Customer Experience, while American Express took first for Reliability and U.S. Bank scored highest for Responsiveness (Speed). The entire study is available for immediate purchase. To request more information please visit: http://bit.ly/2012creditcardstudy.
The study is part of the work performed by Keynote Competitive Research, the competitive research group within Keynote. Winners of Keynote Competitive Research studies are able to participate in the company’s Online Excellence Program which recognizes the "best of the best" websites as ranked in the studies. The rankings are based on responses from real users, who were observed as they accomplished tasks on each of the sites studied, as well as real data collected through Keynote website monitoring to assess the technical quality of the sites. For each study, Keynote recognizes the companies with the overall top ranking, as well as those exhibiting excellence in specific categories.
For the ‘Customer Experience’ portion of the study, Keynote conducted online user testing sessions with more than 1,800 prospective customers (225 per site) from across the United States as each interacted with the website of one of eight US Credit Card issuers: American Express, Bank of America, Capital One, Chase, Citi, Discover, PNC and U.S. Bank.
Keynote Competitive Research produces leading industry research using the company’s commercially available Web performance monitoring and real user experience testing products. Keynote regularly evaluates the current state of online customer experience, technical quality (responsiveness/reliability) and implementation of best practices on leading websites across a wide variety of vertical markets including financial services, automotive, media/entertainment, retail, travel and technology.For the Customer Experience portion of the U.S. Credit Card Prospects Study, consumers who did not already have a credit card with a given issuer were asked to visit the issuer’s home page and then complete three tasks. First, they navigated around the site seeking information on a credit card to suit their needs. Next, they started the process of applying for a credit card of interest to them, going as far as possible without actually submitting the application. Finally, they explored the online services available on the site for accessing and managing credit card accounts (e.g., viewing account balance, paying credit card bill), learning about the specific online account features, benefits, and policies.