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For the first time, Freo is the winner in the Loans study with a Score of 27 points. is right at Freo’s heels with 26 points, followed by ING, which scores a total of 21 points. The scores are based on WUA’s Digital Sales Scan and researched among 400 consumers on either desktop or smartphone.

In customer experience, ING is the one raking up the points. On the elements Look & Feel, Brand, and Offer, the bank is assessed at a 68-point CX score on desktop, and 70 on smartphone.

  • Digital Sales Score
    Study: Loan
    Measurement: April 2019
    Country: Netherlands
  • Total Desktop Mobile
  • 1 27 27 28
  • 2 26 22 30
  • 3 21 21 21
  • 4 18 18 19
  • 5 17 22 13
  • 6 13 13 14
  • 7 8 8 7
  • 8 7 7 8
  • 9 7 5 9
  • 10 6 7 5
  • 11 6 9 2
  • 12 3 4 3
  • 13 3 3 3
  • Show full list
  • Highest total score
  • Highest score on device

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Market overview slightly changed

The overall picture of the loans market has long been dominated by the three largest banks,,, and, which have switched places in the top-3 among each other several times. In the past few studies, however, we’ve seen inch closer and closer, partially due to its strong price proposition compared to its competitors. Since February 2018, has played an increasingly dominant role in the loans industry, and manages to snag first place in April 2019. Consumers are pleased with its ‘beautiful layout’, ‘clear explanation’ and ‘low interest rates’. The website comes across as ‘professional’ and ‘knowledgeable’. and convince nearly 20% of visitors to choose them

Both (51% Findability) and (52% Findability) are found by around half of the visitors in the current study, and both manage to convince almost 20% of their visitors to choose them. narrowly beats gets an 18% Preference, while achieves 17%.

Regarding conversion, this translates to a conversion score of 36% for and 32% for, like, gets a 32% Conversion, but it’s visited by fewer people (39%) and has a slightly lower Preference at 13%. loans comparison site with potential

In this study, has the highest Conversion percentage (48%). Visitors are pleased with the information provided about loans, and say things such as: “at the top of the page, there’s a field you can fill in, that quickly leads you to tailored information, why you should choose them, who they compare, and a Q&A section”. The comparison site is a little further down the ranking due to its relatively low Findability at 18%.

Rising and falling

In the December 2018 study, is new in the ranking in 11th place – now, they’ve climbed up to 7th. This ranking also has two new parties: is in 9th place, while enters the ranking at 13.

New: The Digital CX-Score

The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look & Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.

  • Digital CX-Score | Desktop
    Study: Loan
    Measurement: April 2019
    Country: Netherlands
  • Score
  • 1 68
  • 2 68
  • 3 67
  • 4 65
  • 5 59
  • Digital CX-Score | Smartphone
    Study: Loan
    Measurement: April 2019
    Country: Netherlands
  • Score
  • 1 70
  • 2 70
  • 3 68
  • 4 65
  • 5 62

Insights Update Loan

Get free high level results in the Insights Update Loan April 2019
Download Now has best customer experience

On both desktop and smartphone, wins the Customer Experience Ranking. On desktop, the bank has 68 points; on smartphone, this is 70. has the same point total on both devices, but as has a higher Preference score – 13% compared to 10% for – still wins this ranking. One consumer says about “It’s very clear. There’s not too much information all at once on the website.”

Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on taking out a loan. It is important to capture the consumers’ choices and motivations when choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, what the best practices are and the obstacles each provider struggles with. A custom-made report is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.