study

Credit Card Sites

SoundingBox showed us what top credit card sites do well and an area where most credit card sites are falling short.

Shopping for a credit card online can feel overwhelming. In our 2017 dataset, we wanted to learn more about the experience of shopping for a card on the sites of top credit card lenders.

One thing we learned is that people were most engaged when they felt the site anticipated their needs and that the presentation of card details was straightforward.

I liked that I could compare lots of cards at the same time and see them side-­by-­side to compare the fine print. It made me feel like I was making a good choice.
M, Gen X, Striver, Wired, Follower
The SoundingBox dashboard
Here we see that the most frequent descriptor used to describe Capital One was that it makes life simpler.

Engagement is nuanced. SoundingBox goes beyond simple measures of engagement such as time to include perception. Here we see that greater perceived engagement tracks to a greater likelihood to recommend on the best credit card sites.

The SoundingBox dashboard
The Relationships view shows a correlation matrix that displays a scatterplot when clicking on a tile. Here we see that two of the best sites have the strongest relationship between the two measures.

With a SoundingBox subscription you can learn

  • Ways that some card sites encourage people to feel more connected to their brand
  • How top credit cards sites ensure success for their customers
  • Why some design patterns are problematic
  • How top credit card sites anticipated needs and helped people feel empowered
  • How top sites use credit card resources to build and strengthen attachment
  • Why people are more likely to return to top-ranked credit card sites

The sites in this study are

  • Ally
  • American Express
  • Bank of America
  • BB&T
  • Capital One
  • Chase
  • Citi
  • Credit Karma
  • Discover
  • PNC
  • SunTrust
  • US Bank
  • Wells Fargo

Get Access

Create your account and buy the 2017 credit cards study for immediate data access via the dashboard: $1,788 (includes a one year SoundingBox Pro subscription)

Upgrade during checkout and add a detailed expert analysis report: $2,500

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