In October, Rabobank.nl scores highly regarding online orientation with a savings account. Their Digital Sales Score on both desktop and smartphone is 28. SNSBank.nl is the runner-up with a score of 21, and finally, LeasePlanBank.nl complements the top 3 with a score of 20.
In the area of Digital CX, ASNBank.nl is the preferred one regarding desktop, but SNSBank.nl is the favorite when it comes to smartphone use.
Digital Sales Score
Study:Savings accountDate: October 2018Country: Netherlands
- Totaal Desktop Mobiel
- 1 Rabobank.nl 28 28 29
- 2 SNSBank.nl 21 21 20
- 3 LeasePlanBank.nl 20 17 23
- 4 ASNBank.nl 19 23 14
- 5 Knab.nl 19 23 14
- 6 ING.nl 18 14 23
- 7 ABNAMRO.nl 17 18 16
- 8 Moneyou.nl 14 14 14
- 9 RegioBank.com 13 13 14
- 10 Triodos.nl 12 - 13
- 11 Independer.nl 8 3 13
- 12 Binck.nl 7 4 9
- 13 Spaarrente.nl 6 7 5
- 14 Argenta.nl 5 - 5
- 15 NN.nl 5 6 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
Rabobank.nl considerable advantage as regards Preference compared to SNSBank.nl and LeasePlanBank.nl
With a score of 17% on Preference, Rabobank.nl have a 6 percentage point advantage over SNSBank.nl (11% on Preference) and LeasePlanBank.nl. The latter is being put first by 9% of the respondents. ING.nl shows the same Preference percentage as SNSBank.nl, which comes down to 11%. However, ING.nl stay on a overall sixth spot for their Findability is not as good as the 2 best competitors.
Findability highest with Dutch large banks
Regarding Findability, the top four is lead by the most well-known Dutch banks: Rabobank.nl, ABNAMRO.nl, SNSBank.nl and ING.nl all score between 45% and 54% when it comes to Findability. These banks have the largest share in primary customers in the whole of The Netherlands.
LeasePlanBank.nl scores low on Findability, but high on Preference
Smaller banks such as ASNBank.nl, LeasePlanBank.nl, Knab.nl, RegioBank.nl and Moneyou.nl share a higher score on Conversion compared to the larger banks. Within the group of larger banks, only Rabobank knows how to make sure their Conversion is a valuable 32%.
Both ASNBank.nl and LeasePlanBank.nl have the best Conversion and score 39%. One of the main reasons for LeasePlanBank.nl’s high conversion is their interest rate, which is 0,35% (in 2018). Saving money with this bank is for consumers thus a case of ‘bank for buck’.
Different propositions pays off with ASNBank.nl and LeasePlanBank.nl
It is rather remarkable that ASNBank.nl and LeasePlanBank.nl with both very different propositions know how to gather their customers’ Preference and by doing so, scoring high on Conversion with 39%. ASNBank.nl fully focuses on investing sustainably, while LeasePlanBank.nl on the other hand is mainly preferred for their high interest rate. Consumers mention “clarity” and “simple website” to be good factors of ASNBank.nl. As well as these, “durability highly valued, honest and no obvious pursuit of profit” are also mentioned.
Higher interest rate proves to be important during research
When choosing a bank to open a savings account, 80% of the consumers pointed out that a bank’s interest rate is regarded an important factor. Also image and reputation showed important for 40% of the interviewed consumers.
Some research Insights
Rabobank.nl scores best regarding online orientation with a savings account. Their Digital Sales Score comes down to 28. SNSBank.nl is the runner-up with a score of 21, and finally LeasePlanBank.nl complements the top 3 with a score of 20.
Rabobank.nl, SNSBank.nl, ING.nl and ABNAMRO.nl, which are the Dutch large banks, score best on Findability. These banks have the largest share in primary consumers within the whole of The Netherlands.
LeasePlanBank.nl and ASNBank.nl both score best in Conversion with scores of 39% and 38%. Within the group of large banks, only Rabobank.nl knows how to stay close to the other two with a conversion of 32%.
It is rather remarkable that ASNBank.nl and LeasePlanBank.nl with both very different propositions know how to gather their consumers’ Preference. ASNBank.nl fully focusses on investing sustainably, while LeasePlanBank.nl is mainly preferred because of their high interest rate.
Smaller banks such as ASNBank.nl, LeasePlanBank.nl, Knab.nl, RegioBank.nl and Moneyou.nl share a higher score on Conversion compared to the larger banks. Within the group of larger banks, only Rabobank knows how to make sure their Conversion is valuable (32%).
Goal and Relevance of the research
The goal of this research is to exactly map the digital experience of potential consumers who are orienting themselves with saving accounts in The Netherlands. It is important to capture the consumers’ choices 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 consumers 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.