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<strong>Financial services</strong> are faced with the challenge of delivering their customers with an&nbsp;online experience that goes far beyond just a website.

At one time, the internet appeared to offer all organisations a simple proposition: email&nbsp;connectivity and a clickable presence in the form of a website. Today, web presence has&nbsp;rapidly evolved with interactive content and the ability to deliver transactional&nbsp;experiences – or e-commerce. Migrating services online helps business reduce costs,&nbsp;while customers benefit from the convenience and autonomy of self-service.

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Financial services sites are absolutely competitive. They are really trying to drive people&nbsp;online. The self-service model is being taken seriously so they want to make sure their&nbsp;sites are available, responsive and allow users to do as many things as possible.

Though, many have shown an overall poor performance. The top reasons for failure were&nbsp;as follows: company websites make browsing too difficult; content missing, repeated and

poorly worded; and site search doesn’t work for typical tasks.

Here are three factors for a successful online financial service site which keeps users&nbsp;engaged and displays great use of technology while still delivers company’s messages

clearly and effectively:
<ul>
 	<li>Customer experience, which includes the impression the homepage and overall&nbsp;design style give the customers, their satisfaction when they interact with the site&nbsp;and perform tasks.</li>
 	<li>Best practices, such as ease of use, quality, availability and security - site&nbsp;managers must be compliant with data laws requiring them to protect customer&nbsp;information and the integrity of customer accounts.</li>
 	<li>Service-level, which looks at responsiveness and reliability of websites - scores&nbsp;them on how quickly they respond to user commands and such factors as average&nbsp;downtime.</li>
</ul>
Financial services must tie these three factors together - customer experience, best&nbsp;practices and reliability/responsiveness - to have an effective web presence. They can't go&nbsp;hard into one particular area and ignore the others. They have to understand what's&nbsp;available versus their competitors, what consumers think of their sites versus competitors'&nbsp;and how their sites are performing.

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