Mobile Comparison Tool Considerations for A More Seamless Consumer Experience
Written by Beth Robertson, Managing Director
As explored in my previous blog on strategies for designing mobile comparison tools for consumer financial products, when intuitively designed using a mobile-first approach, these tools can highlight key financial product components to simplify a consumer’s review and enable an optimal choice. Beyond easy-to-find icons and clear labeling, a few additional action items can go a long way in providing the relevant details and support needed to assure a seamless consumer experience. Key considerations for creating a customer-centric mobile comparison tool include:
Position for Ease of Access/Context - Customers do not want to spend time navigating through a complicated design to access the information they need. Make the comparison tool easy to find within relevant contextual locations.
A business checking account comparison offered by Wells Fargo uses “Apply Now” call-to-action tabs and incorporates a variety of contact options including to schedule an appointment, find a branch, or call to obtain customer support.
Embed Access to Support – Despite digital tools’ intent to enable self-servicing, providers should be mindful that users may have additional questions to clarify product information. Ready access to direct dial, chat, messaging, or even appointment scheduling ensures prospects can reach customer support agents as needed.
Link to Additional Product Details – Comparison tools are designed to highlight products’ central attributes; however, users should also have the ability to further investigate supplementary information via links to additional product details. Content about reward programs associated with either the product or the organization should also be readily accessible.
Clarify Relevant Pricing – Fee or rate details, as well as ways to minimize or avoid costs, are often a core decision component for shoppers, so this information should be clearly presented and incorporated into the comparison tool.
Include a Call to Action – Once a prospect reviews a product comparison, provide actionable options for users, such as to “Apply Now”, “Select” or “Learn More”. Call-to-action links should move users directly to the application, quote or to additional details. Ensure the next step, such as supplying an application form, is also optimized for a fluid mobile experience, incorporating tools that reduce the need for duplicate information entry and build on native mobile device capabilities -- such as by using the camera or autocomplete options.
Citi’s checking account comparison details fees and ways to avoid them. Call-to-action links enable consumers to “Open an Account” or get more information about their preferred option.
Bank of America’s credit card comparison table includes call-to-action tabs enabling users to “Apply Now”. Customer support is readily accessible via chat.