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From May 4 to May 6, 2022, we conducted a study of online questionnaires of the top 26 Russian banks (except Sber) by the portfolio of deposits of individuals as of March 1, 2022 and/or by positions in organic search results.
We collected 1,612 data fields, and combined the analysis results into six traditional groups:
"Speed";
"Automation of field filling";
"Validation and collection of consents";
"Friendliness";
"Applicant support";
"Application review and additional offers".
The study showed that out of 26 selected banks, only 17 (65%) collect at least a phone number from a potential client who searches for a "deposit" on the bank's website. Only half of the banks (13) offer opening an account at the place of residence or work with the help of a courier. Only nine banks collect consent, confirmed by sending an SMS code to a mobile number and allowing further communication with the client.
Only four banks out of 26 address the potential client by name and patronymic. The remaining banks do not have a personal address.
In terms of the use of communication channels, we saw that only 11 banks collect the potential client's email, and only two of them send the client an email, that is, banks practically do not use the cheapest channel of emails.
Only five banks offer additional products or services when filling out an application. Only three banks offer affiliate programs, discounts or gifts.
Only one bank offered to leave feedback from the user after filling out an application for a deposit.
When filling out an online application to open an account or deposit, the questionnaires of six banks (23%) contained errors that did not allow the application to be completed (for example, the phone confirmation code does not arrive, the questionnaire page shows an error or does not open, etc.).
Thus, we see that banks have many opportunities to optimize the user path from searching to creating an application for a product, many options for increasing the number of offers of their products and services in various channels to increase conversion by turning a client who visited the bank's website from a potential to an actual new client.