example report web performance scan 1.3

Want to raise your website

above the crowd?

Yes No

WUA! Web Performance Scan

Example Report

2015

Image

2

1. First: Change Perspective!

2. Research Design & Web Performance Model

3. Results Web Performance Scan

3.1 Web Performance Dashboard

3.2 Findability

3.3 Look & Feel

3.4 Product Offer

3.5 Brand

3.6 Overall Opinion

3.7 Preference

3.8 Order Process

4. Main Learnings & next steps

Contents

3

First: Change Perspective!

4

Information that is already known:

• Analytics

• Visitor feedback

• Conversion

• Search information

• Bounce rates

• Usability tests

• A/B & Multivariate testing

… and most of all, gut feeling!

4

Most organisations only look at themselves…

All information of your own

domain

…instead of all customer behaviour in the entire customer journey.

5

What is the customer experience in the online orientation process?

Why does a customer choose you

or your competitor?

6

Why is it important to look at the whole customer journey?

The winner takes it all

7

…because the best website in a market takes 52,6% more conversions than number 2.

24,5%

16,0%

12,8%

8,1% 7,5%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

Best website 2nd best website 3rd best website Website nr 4 Website nr 5

Market share

Average market share based

on WUA! Web

Performance Scans for over

10,000 websites by more

than 25,000 respondents.

8

The WUA! Research Design

The WUA! Web Performance Scan includes the whole Customer Journey!

9

Realistic task:

Participants get a realistic task, for example: “Imagine you have 17,000.-- EUR available and you would like to

open a savings account. Go online and investigate the way you normally would look for information.“

Preference / Final Choice

n=300

Free online

orientation:

Participants visit 4 to

5 websites of their

choice

They evaluate each

website with the WUA!

Web Performance

Questionnaire

Website 1 Website 4 Website 3 Website 2 Website 5

10

Think “Outside Out”!

It’s not about what a customer thinks of you or your competitors,

but what that specific customer thinks of you compared to your competitors.

The WUA! Web Performance Model®

Look & Feel Product offer Brand

Look &

Feel Product offer

Findability

First impression

Continue

Further look

Overall opinion

What makes the Web Performance Scan unique?

• The entire customer journey is considered

• Combination of quantitative data (scores) and

qualitative insights

• Large sample

• Scores and insights about your website AND

competitors’ websites (benchmarking)

• WUA! studies are repeated every 6 to 12

months Allows continuous monitoring of the

web performance Preference

Scores

• Overall score = Web Performance Score

• Funnel = Component scores which represent

the steps of the customer journey

Brand

11

The WUA! Web Performance Model®


Look &

Feel Product offer

Findability

First impression

Continue

Further look

Overall opinion

Preference

A Predictive Value Rate of over 70%

• Once a respondent has searched for and found a

website we ask specific questions regarding the

first impressions based on the three key

assessment categories of Look & Feel, Offer and

Brand.

• We then ask if the respondent wants to remain on

the site, continue searching or go back to a

competitors website.

• We can predict with an accuracy rate of above

70% what the decision will be, based on the

answers and scores they provided in the first

phase.

• This accuracy rate also applies to the total overall

impression and assessment of the site and we

can clearly identify a respondent’s preference and

final purchase decision.

Brand

12

13

Results Web Performance Scan - Dashboard

Findability

Look & Feel

Continue

Overall opinion

Preference

Product Offer Brand

WUA! Performance Dashboard

Look & Feel Product Offer Brand

14

1 eBay.de 81

2 Amazon.de 78

3 preis24.de 76

6 Vodafone.de 72

1 Vodafone.de 62

2 T-Mobile.de 62

3 O2online.de 50

1 Amazon.de 82

2 eBay.de 81

3 Vodafone.de 74

1 eBay.de 82

2 Amazon.de 77

3 Vodafone.de 74

1 Vodafone.de 46%

2 T-Mobile.de 38%

3 O2online.de 31%

1 eBay.de 86

2 Amazon.de 82

3 O2online.de 75

7 Vodafone.de 73

1 eBay.de 78

2 Amazon.de 76

3 O2online.de 73

5 Vodafone.de 70

1 Vodafone.de 12%

2 1und1.de 11%

3 T-Mobile.de 10%

1 eBay.de 79

2 Amazon.de 78

3 Vodafone.de 74

1 Amazon.de 85

2 eBay.de 84

3 preis24.de 83

5 Vodafone.de 82

Example dashboard based on a recent WUA!

Web Performance Scan® in Germany.

Study: Mobile phone including subscription December 2014 Ranking

15

Web Performance Score & Conversion Overview

Web Performance Score

The Web Performance Score is an indicator that predicts the

success of a website in a certain market. It is the summary of all

scores and KPI’s in our Web Performance Model. The model also

provides detailed scores and benchmarks for every step of the

customer’s online journey.

Example: Overall scores & market shares sim-only market The Netherlands

17

Findability

18

Rentalcars.com is by far the site

that is most visited 1st.

Most of this traffic comes through

Google Ads.

How often and how fast are the websites found? 4.2 Findability

4. Results

What is shown?

19

How are the websites found? 4.2 Findability

4. Results

Most visitors of these websites

used a search engine:

• AutoEurope.nl

• EasyTerra.nl

• MalagaCar.com

Most visitors of these websites

entered their web address

directly:

• Avis.nl

• Hertz.nl

• Europcar.nl

What is shown?

89%

89%

92%

97%

57%

83%

93%

58%

95%

3%

1%

1%

2%

10%

11%

4%

3%

39%

17%

3%

42%

3%

2%

1%

3%

3%

SunnyCars.nl

SIXT.nl

rentalcars.com

MalagaCar.com

Hertz.nl

Europcar.nl

EasyTerra.nl

Avis.nl

AutoEurope.nl

Via een zoekmachine Via een link op een andere website

Rechtstreeks intypen van het webadres Anders,

20

Which areas of Google’s search results are most relevant? 4.2 Findability

4. Results

• Since a large share of

respondents come to the

websites through a search

engine, visibility on Google is

essential.

• Overall, the participants

prefer organic search

results.

• However, up to 75 %

(rentalcars.com) have clicked

on Google Ads.

What is shown?

30%

33%

31%

25%

29%

27%

34%

33%

38%

35%

22%

53%

53%

15%

6%

9%

7%

7%

3%

5%

13%

55%

61%

59%

75%

64%

60%

66%

67%

59%

65%

73%

47%

33%

2%

7%

VR.de

TARGOBANK.de

Sparkasse.de

Sparda.de

Postbank.de

norisbank.de

ING-DiBa.de

DKB.de

Deutsche-Bank.de

Consorsbank.de

Commerzbank.de

Comdirect.de

CHECK24.de

Google Ads (above regular search results)

Google Ads (on the right of regular search results)

Regular search results in the middle of the page

Next page(s)

36%

25%

75%

11%

6%

22%

5%

25%

58%

18%

18%

3%

3%

14%

5%

10%

4%

46%

57%

20%

83%

77%

72%

84%

67%

36%

2%

3%

3%

2%

8%

2%

SunnyCars.nl

SIXT.nl

rentalcars.com

MalagaCar.com

Hertz.nl

Europcar.nl

EasyTerra.nl

Avis.nl

AutoEurope.nl

Top gesponsord l ink (beige vak bovenaan de pagina/geel blokje met Adv. voor de link)

Google ads (rechtervak van de pagina)

Midden van de pagina (Geen gesponsorde link en/of Google ads)

Volgende pagina/pagina's

21

Look & Feel

22

4.3 Look & Feel

4. Results

Look & Feel (First Impression) | Component Scores

• The top 3 websites for credit

cards are specialized websites .

• The score for the top 3 websites

relates especially to the landing

page because most customers

visit these websites through

Google.

• The lower scores for big bank

websites like Rabobank.nl and

ABNAMRO.nl are due to the

fact that respondents visited

their homepage directly.

Because banks must

recommend more products, the

first impression for credit card is

lower.

What is shown?

Score

1 YourMasterCard.nl 77

2 WorldCard.nl 75

3 ICScards.nl 74

4 ANWB.nl 71

5 Rabobank.nl 70

6 Visa.nl 70

7 ABNAMRO.nl 70

8 ING.nl 69

9 MasterCard.com 66

10 ASNBank.nl 66

11 SNSBank.nl 64

12 AmericanExpress.com 59

March 2015

23

4.3 Look & Feel

4. Results

Look & Feel (First Impression) | Scores of Single Items

• The top 3 consists exclusively

of websites specialized in

credit cards.

• With regard to Look & Feel

ABNAMRO.nl could improve

by making their appearance

more appealing.

• ABNAMRO.nl could use the

landing pages of WorldCard.nl

and YourMasterCard.nl as

sources of inspiration for

improvement.

What is shown?

1 2 3

24

4.3 Look & Feel

4. Results

Look & Feel (First Impression) | Benchmark

• Compared to the top 3 of the

WUA! Benchmark

ABNAMRO.nl can improve on

all aspects of Look & Feel.

• Especially with regards to

design aspects like images and

pictures there is a large gap

between ABNAMRO.nl and the

top 3 in the WUA! Benchmark.

What is shown?

Beeldmateriaal en foto's Informatie in een oogopslag Website ziet er mooi uit Het uiterlijk spreekt direct aan

Top 3 WUA! Benchmark Top 3 WUA! Benchmark Top 3 WUA! Benchmark Top 3 WUA! Benchmark

1 Eftel ing.com 86 1 VanHaren.nl 80 1 Eftel ing.com 85 1 Nespresso.com 82

2 Fleurop.nl 83 2 Booking.com 79 2 Nespresso.com 83 2 Eftel ing.com 82

3 Nespresso.com 83 3 DeTuinen.nl 79 3 Fleurop.nl 82 3 Funda.nl 79

Europcar.nl 69 Europcar.nl 73 Europcar.nl 71 Europcar.nl 70

Gemiddelde top 100 74 Gemiddelde top 100 75 Gemiddelde top 100 75 Gemiddelde top 100 73















25

4.3 Look & Feel

4. Results

Look & Feel (Further Look) | Component Scores

• The differences in scores for

the ‘ secondary impression’

between the websites are very

small. The difference between

number 1 and number 10 is

only 4 points.

What is shown?

26

4.3 Look & Feel

4. Results Look & Feel (Further Look) | Scores of Single Items

• To improve the scores on Look

& Feel detail ABNAMRO.nl can

be inspired by

YourMasterCard.nl

What is shown?

27

Look & Feel | Best Practice Example 4.3 Look & Feel 4. Results

“It has a very good overview and clearly

structured website.”

“Reminds me of going on a holiday.”

“The website gives you peace of mind, you

don’t feel rushed. You can quickly find what

you are looking for.”

“Seems to make life easier.”

This website connects to the most important reason to buy a credit card: going on a vacation and making purchases abroad easy. The website responds to the main product feature that credit cards must meet: to be the most widely accepted.

28

Look & Feel | Best Case 4.3 Look & Feel 4. Results

“Clearly laid out and well structured.”

I immediately “see the contact link and the

“more information” link under the order

button.

"Great text and clear how to proceed.“

“Headers address what you want to know.”

This website responds to another

frequently cited reason for using a

credit card: all purchases are

insured.

29

Look & Feel | LEARNINGS Example (this will be tailored to your website) 4.3 Look & Feel

4. Results

What is shown? Do's

• Welcome the visitors with an inviting landing page

• Use colors and pictures for an appealing appearance and also to convey a personal look and

brand recognition

• Address various needs of different target groups on the landing page

• Make relevant information easily accessible in order to provide quick reassurance for the

visitors

• Use an intuitive navigation

• Arrange the information clearly to support a quick overview

Don’ts

• Don’t present too much information at once

• Don’t rely on too noisy wordings / slogans

30

Product Offer

31

Product Offer

Product Offer: everything that has to do with the product and the service of a provider (prices and any special offers included).

4.4 Product Offer

4. Results

Product Offer (First Impression) | Component Scores

• With regards to the first

impression of the offer,

Gazelle.nl scores best, followed

by Batavus.nl and Sparta.nl.

• Fietsnet.nl, MatraBike.nl and

StellaFietsen.nl perform

considerably better than in our

previous research.

• Elektrischefietsen.nl scores

lowest and much lower than in

the previous measurement.

What is shown?

Sco

re

Posi

tie

Sco

re

Posi

tie

Sco

re

1 Gazelle.nl 81 1 82 4 85

2 Batavus.nl 79 4 78 9 82

3 Sparta.nl 79 2 81 11 81

4 Fietsenwinkel.nl 77 5 77 14 78

5 Fietsnet.nl 72 17 71 6 83

6 MatraBike.nl 70 12 73 15 78

7 StellaFietsen.nl 70 13 73 17 76

8 Elektrischefietsen.com 67 6 75 23 70

januari 2015december

2013maart 2013

L

32

4.4 Product Offer

4. Results

Product Offer (First Impression) | Scores of Single Items

• Compared to the top 3, the offer

on the website of Sparta.nl is

less appealing. Mainly due to

the fact that the website scores

low on quickly providing

relevant information.

What is shown?

79 80

Sparta.nl Top 3

Thema score Thema score

79

79

78

80

80

81

Vermoeden passend aanbod

Geen addertjes onder het gras

Aanbod website is duidelijk

Top 3

Sparta.nl

77

73

75

77

75

78

79

77

80

Expect to find suitable product

Expect no hidden surprises

Product offer is clear

Top 3 Germany

Top 3 Netherlands

LeasePlanBank.nl

33

4.4 Product Offer

4. Results

Product Offer (First Impression) | Benchmark

• Compared to the WUA !

Benchmark there is still a lot to

improve for Sparta.nl.

• Especially on the aspect of

“hidden surprises” it appears

that potential customers of

Sparta.nl are not sure what to

expect.

What is shown?

79 80

Sparta.nl Top 3

Thema score Thema score

79

79

78

80

80

81

Vermoeden passend aanbod

Geen addertjes onder het gras

Aanbod website is duidelijk

Top 3

Sparta.nl

77

73

75

77

75

78

79

77

80

Expect to find suitable product

Expect no hidden surprises

Product offer is clear

Top 3 Germany

Top 3 Netherlands

LeasePlanBank.nl

34

4.4 Product Offer

4. Results

Product Offer (Further Look) | Component Scores

What is shown? • Consumers who look further

into the product offers prefer

Sparta.nl. The differences in the

top are small.

• Fietsenwinkel.nl follows at

position 2, Gazelle.nl in 3rd

place. Even though they all

have quite good scores, it is

remarkable that all the websites

in the top 3 scored higher in our

previous survey.

Sco

re

Posi

tie

Sco

re

Posi

tie

Sco

re

1 Sparta.nl 78 4 80 11 78

2 Fietsenwinkel.nl 78 3 80 17 76

3 Gazelle.nl 77 1 81 4 82

4 Batavus.nl 77 8 76 5 82

5 Fietsnet.nl 75 16 72 8 80

6 MatraBike.nl 74 9 74 13 77

7 Elektrischefietsen.com 73 5 79 10 79

8 StellaFietsen.nl 69 13 72 20 73

januari 2015december

2013maart 2013

L

35

4.4 Product Offer

4. Results

Product Offer (Further Look) | Scores of Single Items

• Top 3 Germany and Top 3

Netherlands have similar

scores.

• LeasePlanBank.nl scores high

as well with a score around 80

which is, compared to other

markets, quite good.

• Largest difference on the

subject of “ Helps me to

choose”.

What is shown?

78

77

75

75

82

79

79

80

81

78

82

78

79

78

80

78

82

78

Good price-performance ratio

Product offer suits me

Helps me to choose

Number of choices just right

Found al l relevant information

Seriously consider product offer

Top 3 Germany

Top 3 Netherlands

LeasePlanBank.nl

Number of choices just right

Top 3

1 DKB.de 80

2 ING-DiBa.de 79

3 Postbank.de 76

Average 73

Helps me to choose

Top 3

1 ING-DiBa.de 83

2 Consorsbank.de 79

3 DKB.de 78

Average 75

2

1

1 2

36

Product Offer | Best Practice Example 4.4 Product Offer

4. Results

" A wide choice of cycling.”

”They have nice bikes in all price ranges.“

“Big discounts on older models.“

"A lot of different bikes, even difference in

price and an outlet offering."

“Not many offerings in the cheaper segment"

“Sometimes large price differences without

explaining why.“

“Too many options; makes it hard to make a

choice. How do I know home many gears I

need? And what type of engine ?"

37

Product Offer | LEARNINGS (this will be tailored to your website) 4.4 Product Offer

4. Results

What is shown? Do's

• Offer several options for different target groups

• Provide an overview of the options and clearly explain the differences make comparing easy

• Provide to-the-point information and advantages for each option

Don’ts

• Don’t hide any relevant information

• Don’t offer too many options

38

Brand

39

4.5 Brand

4. Results

Brand (First Impression) | Component Scores

Top 3 Netherlands

1 Rabobank.nl 78

2 ASNBank.nl 77

3 ING.nl 75

LeasePlanBank.nl 71

Average 72

Score

1 ING-DiBa.de 79

2 Sparda.de 78

3 CHECK24.de 77

4 DKB.de 77

5 Comdirect.de 71

6 Postbank.de 71

7 Commerzbank.de 71

8 Consorsbank.de 71

9 Sparkasse.de 68

10 VR.de 68

11 TARGOBANK.de 67

12 Deutsche-Bank.de 64

13 norisbank.de 61

April 2015 • ING-Diba.de makes the best

brand impression during the

“first impression fase” on their

website.

• On almost the same level are

Sparda.de, Check24.de and

DKB.de.

What is shown?

40

4.5 Brand

4. Results

Brand (First Impression) | Scores of Single Items

70

72

74

74

78

77

76

79

79

Company seems friendly

Company seems professional

Company seems competent

Top 3 Germany

Top 3 Netherlands

LeasePlanBank.nl

Company seems friendly

Top 3

1 Sparda.de 78

2 ING-DiBa.de 76

3 DKB.de 75

Average 68

Company seems competent

Top 3

1 ING-DiBa.de 80

2 Sparda.de 79

3 DKB.de 78

Average 72

Company seems professional

Top 3

1 ING-DiBa.de 80

2 CHECK24.de 79

3 DKB.de 78

Average 72


Netherlands show similar

scores.

• The scores of

LeasePlanBank.nl are 5 to 7

points lower on all subjects.

What is shown?

41

4.5 Brand

4. Results

Brand (Further Look) | Component Scores

Top 3 Netherlands

1 ASNBank.nl 80

2 ING.nl 77

3 Rabobank.nl 77

LeasePlanBank.nl 72

Average 75

Score

1 ING-DiBa.de 79

2 VR.de 78

3 DKB.de 76

4 Sparda.de 76

5 Sparkasse.de 75

6 Consorsbank.de 74

7 Comdirect.de 73

8 CHECK24.de 73

9 Postbank.de 73

10 Commerzbank.de 72

11 TARGOBANK.de 70

12 Deutsche-Bank.de 68

13 norisbank.de 61

April 2015 • After the detailed exploration of

the website, the brand

impression of ING-DiBa.de is

again evaluated as the best.

• Interesting is, that VR.de is No.

2 here - whereas it was No. 10

after the first impression.

• DKB.de and Sparda.de are

again very close to ING-

Diba.de.

What is shown?

42

4.5 Brand

4. Results

Brand (Further Look) | Scores of Single Items

73

71

75

73

73

68

79

79

79

79

80

78

80

82

80

81

79

67

I trust the company

Expect good service

Easy to contact someone

I trust they will keep their promises

I l ike the contact options

Brand impression has improved

Top 3 Germany

Top 3 Netherlands

LeasePlanBank.nl

I trust the company

Top 3

1 DKB.de 81

2 ING-DiBa.de 80

3 VR.de 80

Average 73


Netherlands with similar scores

(except for the first item).

• Scores of LeasePlanBank.nl a

few points lower in all items.

• Largest differences regarding

trust-related items and

expectation of good service.

What is shown?

I trust they will keep their promises

Top 3

1 DKB.de 81

2 VR.de 81

3 ING-DiBa.de 81

Average 75

Expect good service

Top 3

1 ING-DiBa.de 83

2 VR.de 82

3 CHECK24.de 80

Average 76

3

2

1

1 2 3

43

Brand | Best Practice Example 4.5 Brand

4. Results

www.ING-DiBa.de “Very personal approach: Die Bank und du.”

“Looks modern and has a fresh design.“

“It is well-known and thus trustworthy. I know

it from the advertising with Dirk Nowitzki.”

“Very popular bank. They received many

awards.“

“Makes an open and honest impression.“

“Reliable, secure and transparent.“

“It’s a bank from the Netherlands. Looks

reliable”

“Many prominently placed contact options.”

“Unclear who owns this bank.”; “Not

German”

Perceived as competent/ reliable

bank

Honest and trustworthy

Modern look

Good contact options

A few participants criticize that the

bank is not German or unclear who

owns it

http://www.ing-diba.de/



44

Brand | LEARNINGS (this will be tailored to your website) 4.5 Brand

4. Results

What is shown? Do's

• Basis: Provide information about security, reliability and competence of your bank

• Follow a personal approach Visitors should get a feeling of being personally addressed to (esp. as

there is no local branch to build up a relationship)

• Provide transparent company information to build trust

• Highlight advantages to establish a USP

• Provide various contact options (chat, phone, email etc.)

• Create awareness because well-knowns banks are more trusted (by advertising)

Don’ts

• Don’t hide any information

45

Overall Opinion

46

4.6 Overall Opinion

4. Results

Overall Opinion | Component Scores

• Regarding the overall opinion

Rentalcars.com reaches the

highest score with 74.

• Ranked 2nd is AutoEurope.nl

with 70 points.

What is shown?

Sco

re

Posi

tie

Sco

re

Posi

tie

Sco

re

1 rentalcars.com 74 1 76 3 73

2 AutoEurope.nl 70 2 76 13 54

3 SunnyCars.nl 69 8 69 5 71

4 EasyTerra.nl 67 10 65 9 61

5 Hertz.nl 63 3 74 6 70

6 SIXT.nl 62 5 73 1 74

7 Europcar.nl 61 4 74 12 55

8 Avis.nl 60 6 69 4 71

9 MalagaCar.com 58 21 57 15 50

februari 2015januari

2013

augustus

2011

L

februari 2 0 1 5

47

4.6 Overall Opinion

4. Results

Net Promoter Score (NPS)

• With an NSP of 3%, Sparda.de

has the highest NPS in the

market.

• Next best rated are DKB.de

with -7% and ING-DiBa.de with

-12%.

What is shown? 3%

1

-7%2

-12%3

-14%4

-17%5

-18%6

-19%7

-19%8

-26%9

-27%10

-30%11

-31%12

-33%13

NPS

29%

30%

17%

24%

19%

27%

21%

21%

20%

11%

21%

14%

25%

45%

33%

54%

38%

45%

29%

40%

38%

33%

51%

27%

41%

17%

26%

37%

29%

38%

36%

45%

39%

40%

46%

38%

51%

45%

58%

Sparda.de (n=66)

DKB.de (n=27)

ING-DiBa.de (n=89)

CHECK24.de (n=29)

VR.de (n=71)

Deutsche-Bank.de (n=56)

Postbank.de (n=97)

Comdirect.de (n=52)

TARGOBANK.de (n=55)

Consorsbank.de (n=37)

Sparkasse.de (n=141)

Commerzbank.de (n=118)

norisbank.de (n=24)

Detractors Passives Promotors

• The Net Promoter Score is a customer loyalty

metric

• Respondents respond to one question:

“How likely is it that you would recommend XY to

a friend or relative?”

• Answer scale ranges from 0 (not at all likely) to 10

(extremely likely).

• Analysis see on the right.

48

Final Preference

49

4.7 Preference

4. Results

Final Preference | Ranking

• Scores of rentalcars.com,

Avis.nl , EasyTerra.nl and

MalagaCar.com increased

dramatically.

• Scores of AutoEurope.nl,

SunnyCars.nl and SIXT.nl

decreased significantly.

What is shown?

Sco

re

Posi

tie

Sco

re

Posi

tie

Sco

re

1 rentalcars.com 68 6 59 6 56

2 AutoEurope.nl 61 2 70 16 34

3 SunnyCars.nl 59 3 67 8 55

4 Avis.nl 59 14 51 7 56

5 EasyTerra.nl 58 16 50 9 50

6 Hertz.nl 56 5 59 5 57

7 SIXT.nl 55 4 60 1 69

8 Europcar.nl 55 13 52 12 39

9 MalagaCar.com 48 19 40 10 47

februari 2015januari

2013

augustus

2011

50

4.7 Preference

4. Results

Final Preference in %

„If you now had to decide where

to open a savings account, which

of the websites that you have

visited during this survey would

you choose?“

• For 16% of the respondents,

Sparkasse.de is the 1st choice

(60% had visited this website).

• For 12% ING-DiBa.de is the

1st choice, although only 34%

had visited this website (best

conversion rate).

• For 8% VR.de is the 1st

choice.

What is shown?

Found

Pre

fere

nce

:

1. ch

oic

e

Pre

fere

nce

:

2. ch

oic

e

Pre

fere

nce

:

3. ch

oic

e

1 Sparkasse.de 60% 16% 9% 16%

2 ING-DiBa.de 34% 12% 7% 7%

3 VR.de 31% 8% 5% 6%

4 Commerzbank.de 47% 7% 11% 11%

5 Postbank.de 40% 6% 11% 8%

6 Comdirect.de 21% 5% 5% 4%

7 Sparda.de 25% 5% 9% 5%

8 Consorsbank.de 15% 5% 3% 2%

9 DKB.de 11% 4% 3% 1%

10 CHECK24.de 10% 3% 3% 1%

11 TARGOBANK.de 24% 3% 5% 5%

12 norisbank.de 10% 2% 1% 2%

13 Deutsche-Bank.de 31% 2% 3% 6%

51

Final Preference in % regarding the 3 components

What is shown? „With regard to

• Look & Feel

• Product offer

• Brand

which website do you

like the best? And the

second best? And the

third best?“

There are 4 websites

which are chosen by

about 1/3 of

respondents as their

No. 1 within one

component:

• Check24.de

• Consorsbank.de

• DKB.de

• ING-DiBa.de

Alphabetic sorting

Reading Example:

Reading example for ‚Look & Feel‘ for Check24.de:

Of those respondents, who had visited Check24.de during their online orientation process, 33% said

that they like this website the most when it comes to Look & Feel.

4.7 Preference

4. Results

No. 1

No. 2

No. 3

No. 1

No. 2

No. 3

No. 1

No. 2

No. 3

CHECK24.de 33% 33% 10% 27% 43% 13% 37% 30% 17%

Comdirect.de 26% 21% 21% 27% 15% 31% 24% 19% 26%

Commerzbank.de 22% 25% 21% 18% 24% 23% 23% 15% 24%

Consorsbank.de 29% 22% 13% 36% 20% 16% 36% 20% 9%

Deutsche-Bank.de 10% 13% 18% 10% 10% 18% 8% 13% 21%

DKB.de 32% 21% 12% 32% 21% 18% 38% 21% 12%

ING-DiBa.de 31% 27% 19% 34% 28% 13% 34% 27% 17%

norisbank.de 20% 10% 23% 10% 20% 17% 10% 23% 27%

Postbank.de 17% 27% 19% 16% 25% 21% 13% 28% 21%

Sparda.de 24% 23% 31% 27% 24% 23% 26% 27% 22%

Sparkasse.de 20% 16% 22% 22% 15% 23% 23% 17% 22%

TARGOBANK.de 11% 26% 16% 8% 26% 15% 8% 21% 21%

VR.de 21% 18% 14% 21% 17% 18% 23% 16% 17%


No. 1

No. 2

No. 3

No. 1

No. 2

No. 3

No. 1

No. 2

No. 3

CHECK24.de 33% 33% 10% 27% 43% 13% 37% 30% 17%

Comdirect.de 26% 21% 21% 27% 15% 31% 24% 19% 26%

Commerzbank.de 22% 25% 21% 18% 24% 23% 23% 15% 24%

Consorsbank.de 29% 22% 13% 36% 20% 16% 36% 20% 9%

Deutsche-Bank.de 10% 13% 18% 10% 10% 18% 8% 13% 21%

DKB.de 32% 21% 12% 32% 21% 18% 38% 21% 12%

ING-DiBa.de 31% 27% 19% 34% 28% 13% 34% 27% 17%

norisbank.de 20% 10% 23% 10% 20% 17% 10% 23% 27%

Postbank.de 17% 27% 19% 16% 25% 21% 13% 28% 21%

Sparda.de 24% 23% 31% 27% 24% 23% 26% 27% 22%

Sparkasse.de 20% 16% 22% 22% 15% 23% 23% 17% 22%

TARGOBANK.de 11% 26% 16% 8% 26% 15% 8% 21% 21%

VR.de 21% 18% 14% 21% 17% 18% 23% 16% 17%


52

4. Results Final Preference | Reasons

4.7 Preference

Regarding your No. 1: What did you like better than on the other websites?

• “They provide a broad offer, but still have a very good overview.”

• “The website seems friendly and open.”

• “The website as a whole is clearer and the words are easier to understand”

• “They offer the best interest rates and have the best suitable product for me.”

• “The product range is larger and the conditions are consistently better.”

• “They are reliable and seem to be at the pulse of time.”

• “They are just more popular compared to some of the other direct banks.”

Main reasons: user-friendly website, broad offer, good condition

s

53


4.7 Preference


• “It has the best overview. Everything is easy to understand.”

• “They explain everything clearly and briefly. Only what you really need to know.”

• “They only show what customers are looking for. And no aggressive noisy adver

tising.”

• “The visa card is for free and there are no fees for the account.”

• “It has the best offer, best interest rates and offers are most flexible.”

• “They are German.”

Main reasons: good conditions, user-friendly website

54


4.7 Preference


• “I already knew the website before. And they are just closer to me.“

• “I only had good experiences with Sparkasse.“

• “They always have the best people when you need personal consulting.“

• “As I am a Sparkasse-client I already use the online banking and trust them the

most.”

• “Sparkasse has a good reputation and they are not involved in any banking crisi

s.”

• “I have been their customer for many years. And they always had the best offers

for me”

• “They have local branches.”

Main reasons: availability of local branches, good experiences/ tr

ust

55


4.7 Preference


• “I like the familiar colors on their website and that they show people like you and

me.”

• “Personal consulting is good – and this has been the case for years.”

• “Better availability and branches close to me.”

• “I have been using the website for years, and I like it.”

• “The website has a better overview.”

• “I like that they are a cooperative bank.”

• “I have been a customer for years. I know they treat you as a person, not as a

number.”

Main reasons: availability of local branches, good experiences/

trust

58

4.8 Order Process

4. Results

Order Process | Scores of Single Items

Ordering process is easy

Top 3

1 CHECK24.de 88

2 ING-DiBa.de 86

3 DKB.de 81

Average 78

Trust in handling the order correctly

Top 3

1 ING-DiBa.de 89

2 CHECK24.de 88

3 DKB.de 85

Average 80

Good information about order progress

Top 3

1 ING-DiBa.de 88

2 CHECK24.de 87

3 DKB.de 83

Average 79

• Comparing on scores for the

ordering process does not lead

to new insights or

recommendations.

What is shown?

3

2

1

1 2 3

76

76

75

74

79

78

80

79

Vertrouwen in afhandel ing proces

Soepel verloop proces

Prettig verloop proces

Op de hoogte voortgang proces

Top 3 onderzoek

ABNAMRO.nl

77

77

75

78

83

80

79

80

87

85

85

86

Trust in handling the order correctly

Ordering process goes smoothly

Ordering process is easy

Good information about order

progress

Top 3 Germany

Top 3 Netherlands

LeasePlanBank.nl

Op de hoogte voortgang proces

Top 3 onderzoek

1 ICScards.nl 81

2 WorldCard.nl 79


9 ABNAMRO.nl 74

Gemiddelde 76

Prettig verloop proces

Top 3 onderzoek

1 ICScards.nl 81

2 WorldCard.nl 80

3 ASNBank.nl 78

5 ABNAMRO.nl 75

Gemiddelde 74

Vertrouwen in afhandeling proces

Top 3 onderzoek

1 ICScards.nl 80

2 WorldCard.nl 79


8 ABNAMRO.nl 76

Gemiddelde 77

59

“Chat function available to help when

applying for a card.“

“Easy, clear information in advance on what

you need to fill out the form”

"You can immediately save a copy of the

application for your records. "

Visitors appreciate it that Visa

clearly states what documents you

need to apply for a card.

One respondent really likes the fact

that you can save the filled out

form for your own records.

Order Process | Best Practice Example 4.8 Order Process

4. Results

About WUA!

• Founded in Amsterdam, The Netherlands in 2008

• 35+ team members and experts in online benchmarking

• Highly flexible and adaptive international organisation

• Worldwide market leader in online conversion and service

benchmarking

• WUA! conducts regular independent research on its own initiative

• Result: unique and comprehensive benchmark database

• Daughter of Effectory International (150+ employees), Europe’s

largest independent employee survey specialist and employee

engagement experts. Owner of “Great Place to Work”.

• Proud creator of the Web Service Scan® and Web Performance

Scan®.

Herengracht 252

NL - 1016 BV Amsterdam

Tel: +31 (0)20 531 97 10

www.wua-research.com

61

Daan Tames Mobile +31 (0)6 28 43 47 84

Email [email protected]

Contact details

mailto:[email protected]?subject=

mailto:[email protected]?subject=

Selection of Clients

62

Worldwide Market leader in Global online performance benchmarking

63

64

Looking forward to working with you & achieve amazing results!

Contact

Ivo Bakhuys

CCO

Mobile: +31 (0)6 xx xx xx xx

Email: [email protected]

Olf Koekoek

Account Manager

Mobile: +31 (0)6 xx xx xx xx

Email: [email protected]

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twitter.com/wua

WUA.nl

+31 (0)20 5319710

facebook.com/wuabv

twitter.com/wua

www.wua-

research.com

+31 (0)20 5319710

mailto:[email protected]

mailto:[email protected]

example report web performance scan 1.3

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