Imagine you have booked a trip abroad and heard it is clever to bring a credit card. This exact case was the one 400 respondents got going with in October. In search of a credit card on both desktop and smartphone, ING.nl came out an overall winner. In the search of a credit card on both desktop as smartphone, ING.nl is the overall winner. With a Digital Sales Score of 34, customers rate ING.nl over ANWB.nl, which scores 30. Rabobank.nl comes in third with a score of 20.
Regarding customer experience, ING.nl offers best experiences through the use of a smartphone (73). ANWB.nl is preferred when it comes to desktop, on which ING.nl comes in third.
Digital Sales ScoreStudy:Credit cardDate: October 2018Country: Netherlands
- Totaal Desktop Mobiel
- 1 ING.nl 34 27 40
- 2 ANWB.nl 30 36 24
- 3 Rabobank.nl 20 23 18
- 4 WorldCard.nl 18 18 18
- 5 Creditcard.nl 14 11 17
- 6 ICScards.nl 14 13 15
- 7 ABNAMRO.nl 14 13 15
- 8 YourMasterCard.nl 14 13 14
- 9 ASNBank.nl 13 15 10
- 10 CreditCardVergelijking.nl 11 16 5
- 11 Credit-CardAanvragen.nl 10 - 11
- 12 Moneto.nl 10 10 -
- 13 Mastercard.nl 8 9 6
- 14 SNSBank.nl 7 5 10
- 15 Finler.nl 7 - 7
- 16 Visa.nl 7 - 7
- 17 AmericanExpress.com 5 5 6
- 18 VIABUY.com 4 1 8
- 19 Knab.nl 4 4 4
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital Sales Score: this shows howefficient and effective a website is in keeping his visitors.
- Highest total score
- Highest score on device
Compared to previous researches, providers tend to compete less with one another than before. In October’s research two large providers have developed themselves: the overall winner ING.nl and the close runner-up ANWB.nl. Both providers distant themselves from other credit card providers through a high Findability, Conversion and Preference. ING.nl is found through 52% of the orienting consumers. ANWB.nl’s Findability is with 46% only 6 points lower. ING.nl is not in the position to rest on its laurels, for ANWB.nl is on the rise. ANWB.nl keeps doing a good job at convincing its customers to complete the application of a credit card.
ANWB.nl is on the rise
After being absent for a year, ANWB.nl is back in the top 3! This is due to an improvement in persuasiveness on the website. The prover increased on its Conversion the most: from 27% in November 2016 to 38% in October 2018. Appliers are very positive when it comes to the applying process for a credit card through dekstop on ANWB.nl, since the website visitor is better facilitated during the application procedure.
One of the research respondents indicates about the process: “Distinct and clear steps, whatever items you need to have at hand and necessary information is presented in advance as well”. Furthermore, many more respondents indicate the oversight of benefits of a credit card is being perceived a positive aspect as well.
Rabobank.nl is getting closer
Rabobank.nl is, in this ranking, getting a lot closer to the two other providers. Even though they are considerably less findable compared to previous research, they have become better at persuading their consumers. This shows in better Conversion compared to previous researches. When it comes to Findability, however, Rabobank.nl loses points. Just like ABNAMRO.nl, Rabobank.nl’s Findability has decreased in the search of applying for a credit card. Both providers lose at least 20 percentage points compared to previous research, which results in them not often being a first choice with customers any more.
Some research Insights
Compared to previous researches, there tends to be less competition between providers. Recent research shows two large providers ANWB.nl and ING.nl. Both providers differ themselves from others through high Findability, Conversion and Preference.
ING.nl comes in first for the third time in a row, but ANWB.nl is on the rise. ING.nl scores 6 percentage points higher than ANWB.nl when it comes to Findability, and 3 percentage points when it comes to Preference. This causes ING.nl to come in first on the Digital Sales Score ranking with a score of 34, and ANWB.nl being the runner-up (score: 30) and finally Rabobank with a score of 20.
After being absent for a year, ANWB.nl is back in the top 3! This is due to an improvement in persuasiveness on their website. The provider increased on its Conversion the most: from 27% to 38%.
Rabobank.nl is doing great as well. Even though their Findability has decreased compared to previous research, they have gotten better at persuading their customers. This shows through a higher Conversion compared to previous research.
Both Rabobank.nl and ABNAMRO.nl’s Findability has decreased in the search of a credit card. Both providers lose 20 percentage points compared to previous research. Also, both providers are being listed as a first choice less than before.
Goal and Relevance of the research
The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves with purchasing a credit card. It is important to capture the consumers’ choice and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.