What is Customer’s Website Expectation

Sales and Customer experience are most exciting opportunity to businesses and the reason is simple; companies that focus on users-to-customers conversion journey reduce churn and increase revenues – leading to higher profits! The Question is, how well are Nigerian banks delivering this good experience through Internet, especially website?



Sometimes ago, I was trying to open an account with one of the leading banks in Nigeria via their website and I found their website very confusing with lots going on. I had to go to their bank branch to complete the process eventually. Many of the banks have basically focused more on functionality of their website leaving out the most crucial, customer’s experience. What is most disappointing is that over 90% websites from banks perform so poorly in giving users the best experience. From opening a new account to lodging complaints, customer’s need varies but they all have one question; “Can I get what I want Here?”

Here is ranking of websites in Nigeria based on the following criteria;

--Clear and Simple Communications/Messages
--Ease of using the website, navigation and customer journey
--Emotional connection with customers through Contents (Visuals and Images)


1. Sterling Bank

I have never seen a better website in Nigeria that embeds all the basic customer and sales-oriented principles of designing a website. From categorizing their customer’s immediate purpose of visiting the website into personal, business and other; to connecting the joy of banking with Sterling through images with all their copies. I am struggling to pick a hole here! This website will easily win the best overall customer-centric website in Nigeria and that is why it came on top. Great Job Sterling Bank!
Rating 9.8/10


2. Access Bank

This website comes second but not close to Sterling Bank Website. Good enough, as a user, the first part of the website, sliders, give amazing copies which makes it easier to connect with their various products. All messages are simple, clear and connecting. Navigation is easy and simple as well. One thing most of these websites struggle with is how to showcase all their services in just one page, if this can be improved upon by access bank, they can easily compete with Sterling.
Rating 7.5/10


3. Zenith Bank


Nothing extra-ordinary about their home page beyond beautiful images that sits well behind their good copies. Navigation through the website can be better as it seems a lot is happening though the website at the same time. The website is also plagued with “weak” call to action buttons such as “Learn More”, “Get Started” etc. I believe the website can be better organized to reflect top notch services the bank is known for
Rate 6.0

Other Banks;
Expectedly, many bank website struggles to categorize their offerings and communication is generally poor. Their home pages are all confusing and does not provide that same experience you get when you walk into their banking halls. Here is list of other banks with foreign and local licenses and their ratings

Guarantee Trust Bank – 5.5
Polaris Bank – 5.0
United Bank of Africa (UBA) – 5.0
Unity Bank – 4.5
Fidelity Bank – 4.0
First Bank – 3.8
Heritage Bank – 3.5
EcoBank – 3.0
Citi Bank – 2.8
Stanbic IBTC Bank – 2.5
Wema Bank – 1.5
Union Bank – 1.0


Conclusion
Things are changing pretty fast, fancy website does not necessarily pass for a good website. True measure of a good website is around how well it can convert or help visitors without an extra effort from other sources. I believe it is high time banks key-in to this endless opportunity that exist on internet and give better customer experience we all want to have

Have you ever visited your bank website? Share your experience below

Source: https://scaleafrik.com/2019/06/14/3-top-bank-websites-in-nigeria/