To assess how well brokerage firms acquire customers looking for self-directed investment accounts, we recently kicked off our first investing sales digital experience review. We will evaluate the functionality and user experience of 13 North American websites that target new self-directed investors. This review follows those we’ve previously done for mobile app experiences in North America and desktop experiences in US and Canada.
This research will cover the first stages of the customer lifecycle: discover, evaluate, commit, and initiate (onboarding). The DXR methodology evaluates a brokerage firm’s website through the lens of a prospect who is looking to open a brokerage account, scoring the site across twenty-six criteria spanning four of the digital experience categories in The Forrester Customer Lifecycle Framework.
As part of this research, we will also…
