Example report web performance scan 1.3

Want to raise your website
above the crowd?
Yes No
WUA! Web Performance Scan
Example Report
2015

Image
2
1. First: Change Perspective!
2. Research Design & Web Performance Model
3. Results Web Performance Scan
3.1 Web Performance Dashboard
3.2 Findability
3.3 Look & Feel
3.4 Product Offer
3.5 Brand
3.6 Overall Opinion
3.7 Preference
3.8 Order Process
4. Main Learnings & next steps
Contents

4
Information that is already known:
• Analytics
• Visitor feedback
• Conversion
• Search information
• Bounce rates
• Usability tests
• A/B & Multivariate testing
… and most of all, gut feeling!
4
Most organisations only look at themselves…
All information of your own
domain

…instead of all customer behaviour in the entire customer journey.
5
What is the customer experience in the online orientation process?
Why does a customer choose you
or your competitor?

6
Why is it important to look at the whole customer journey?

The winner takes it all
7
…because the best website in a market takes 52,6% more conversions than number 2.
24.5%
16.0%
12.8%
8.1%
7.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Best website 2nd best website 3rd best website Website nr 4 Website nr 5
Market share
Average market share based
on WUA! Web
Performance Scans for over
10,000 websites by more
than 25,000 respondents.

The WUA! Web Performance Scan includes the whole Customer Journey!
9
Realistic task:
Participants get a realistic task, for example: “Imagine you have 17,000.-- EUR available and you would like to
open a savings account. Go online and investigate the way you normally would look for information.“
Preference / Final Choice
n=300
Free online
orientation:
Participants visit 4 to
5 websites of their
choice
They evaluate each
website with the WUA!
Web Performance
Questionnaire
Website 1 Website 4Website 3Website 2 Website 5

10
Think “Outside Out”!
It’s not about what a customer thinks of you or your competitors,
but what that specific customer thinks of you compared to your competitors.

The WUA! Web Performance Model®
Look & Feel Product offer Brand
Look &
Feel
Product offer
Findability
First impression
Continue
Further look
Overall opinion
What makes the Web Performance Scan unique?
• The entire customer journey is considered
• Combination of quantitative data (scores) and
qualitative insights
• Large sample
• Scores and insights about your website AND
competitors’ websites (benchmarking)
• WUA! studies are repeated every 6 to 12
months  Allows continuous monitoring of the
web performance
Preference
Scores
• Overall score = Web Performance Score
• Funnel = Component scores which represent
the steps of the customer journey
Brand
11

The WUA! Web Performance Model®
Look &
Feel
Product offer
Findability
First impression
Continue
Further look
Overall opinion
Preference
A Predictive Value Rate of over 70%
• Once a respondent has searched for and found a
website we ask specific questions regarding the
first impressions based on the three key
assessment categories of Look & Feel, Offer and
Brand.
• We then ask if the respondent wants to remain on
the site, continue searching or go back to a
competitors website.
• We can predict with an accuracy rate of above
70% what the decision will be, based on the
answers and scores they provided in the first
phase.
• This accuracy rate also applies to the total overall
impression and assessment of the site and we
can clearly identify a respondent’s preference and
final purchase decision.
Brand
12

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Results Web Performance Scan - Dashboard

Findability
Look & Feel
Continue
Overall opinion
Preference
Product Offer Brand
WUA! Performance Dashboard
Look & Feel Product Offer Brand
14
1 eBay.de 81
2 Amazon.de 78
3 preis24.de 76
6 Vodafone.de 72
1 Vodafone.de 62
2 T-Mobile.de 62
3 O2online.de 50
1 Amazon.de 82
2 eBay.de 81
3 Vodafone.de 74
1 eBay.de 82
2 Amazon.de 77
3 Vodafone.de 74
1 Vodafone.de 46%
2 T-Mobile.de 38%
3 O2online.de 31%
1 eBay.de 86
2 Amazon.de 82
3 O2online.de 75
7 Vodafone.de 73
1 eBay.de 78
2 Amazon.de 76
3 O2online.de 73
5 Vodafone.de 70
1 Vodafone.de 12%
2 1und1.de 11%
3 T-Mobile.de 10%
1 eBay.de 79
2 Amazon.de 78
3 Vodafone.de 74
1 Amazon.de 85
2 eBay.de 84
3 preis24.de 83
5 Vodafone.de 82
Example dashboard based on a recent WUA!
Web Performance Scan® in Germany.
Study: Mobile phone including subscription
December 2014
Ranking

15
Web Performance Score & Conversion Overview

Web Performance Score
The Web Performance Score is an indicator that predicts the
success of a website in a certain market. It is the summary of all
scores and KPI’s in our Web Performance Model. The model also
provides detailed scores and benchmarks for every step of the
customer’s online journey.
Example: Overall scores & market shares sim-only market The Netherlands

18
Rentalcars.com is by far the site
that is most visited 1st.
Most of this traffic comes through
Google Ads.
How often and how fast are the websites found?
4.2 Findability
4. Results
What is shown?

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How are the websites found?
4.2 Findability
4. Results
Most visitors of these websites
used a search engine:
• AutoEurope.nl
• EasyTerra.nl
• MalagaCar.com
Most visitors of these websites
entered their web address
directly:
• Avis.nl
• Hertz.nl
• Europcar.nl
What is shown?
89%
89%
92%
97%
57%
83%
93%
58%
95%
3%
1%
1%
2%
10%
11%
4%
3%
39%
17%
3%
42%
3%
2%
1%
3%
3%
SunnyCars.nl
SIXT.nl
rentalcars.com
MalagaCar.com
Hertz.nl
Europcar.nl
EasyTerra.nl
Avis.nl
AutoEurope.nl
Via een zoekmachine Via een link op een andere website
Rechtstreeks intypen van het webadres Anders,

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Which areas of Google’s search results are most relevant?
4.2 Findability
4. Results
• Since a large share of
respondents come to the
websites through a search
engine, visibility on Google is
essential.
• Overall, the participants
prefer organic search
results.
• However, up to 75 %
(rentalcars.com) have clicked
on Google Ads.
What is shown?
30%
33%
31%
25%
29%
27%
34%
33%
38%
35%
22%
53%
53%
15%
6%
9%
7%
7%
3%
5%
13%
55%
61%
59%
75%
64%
60%
66%
67%
59%
65%
73%
47%
33%
2%
7%
VR.de
TARGOBANK.de
Sparkasse.de
Sparda.de
Postbank.de
norisbank.de
ING-DiBa.de
DKB.de
Deutsche-Bank.de
Consorsbank.de
Commerzbank.de
Comdirect.de
CHECK24.de
Google Ads (above regular search results)
Google Ads (on the right of regular search results)
Regular search results in the middle of the page
Next page(s)
36%
25%
75%
11%
6%
22%
5%
25%
58%
18%
18%
3%
3%
14%
5%
10%
4%
46%
57%
20%
83%
77%
72%
84%
67%
36%
2%
3%
3%
2%
8%
2%
SunnyCars.nl
SIXT.nl
rentalcars.com
MalagaCar.com
Hertz.nl
Europcar.nl
EasyTerra.nl
Avis.nl
AutoEurope.nl
Top gesponsord link (beige vak bovenaan de pagina/geel blokje met Adv. voor de link)
Google ads (rechtervak van de pagina)
Midden van de pagina (Geen gesponsorde link en/of Google ads)
Volgende pagina/pagina's

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4.3 Look & Feel
4. Results
Look & Feel (First Impression) | Component Scores
• The top 3 websites for credit
cards are specialized websites .
• The score for the top 3 websites
relates especially to the landing
page because most customers
visit these websites through
Google.
• The lower scores for big bank
websites like Rabobank.nl and
ABNAMRO.nl are due to the
fact that respondents visited
their homepage directly.
Because banks must
recommend more products, the
first impression for credit card is
lower.
What is shown?
Score
1 YourMasterCard.nl 77
2 WorldCard.nl 75
3 ICScards.nl 74
4 ANWB.nl 71
5 Rabobank.nl 70
6 Visa.nl 70
7 ABNAMRO.nl 70
8 ING.nl 69
9 MasterCard.com 66
10 ASNBank.nl 66
11 SNSBank.nl 64
12 AmericanExpress.com 59
March 2015

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4.3 Look & Feel
4. Results
Look & Feel (First Impression) | Scores of Single Items
• The top 3 consists exclusively
of websites specialized in
credit cards.
• With regard to Look & Feel
ABNAMRO.nl could improve
by making their appearance
more appealing.
• ABNAMRO.nl could use the
landing pages of WorldCard.nl
and YourMasterCard.nl as
sources of inspiration for
improvement.
What is shown?
1 2 3

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4.3 Look & Feel
4. Results
Look & Feel (First Impression) | Benchmark
• Compared to the top 3 of the
WUA! Benchmark
ABNAMRO.nl can improve on
all aspects of Look & Feel.
• Especially with regards to
design aspects like images and
pictures there is a large gap
between ABNAMRO.nl and the
top 3 in the WUA! Benchmark.
What is shown?
Beeldmateriaal en foto's Informatie in een oogopslag Website ziet er mooi uit Het uiterlijk spreekt direct aan
Top 3 WUA! Benchmark Top 3 WUA! Benchmark Top 3 WUA! Benchmark Top 3 WUA! Benchmark
1 Efteling.com 86 1 VanHaren.nl 80 1 Efteling.com 85 1 Nespresso.com 82
2 Fleurop.nl 83 2 Booking.com 79 2 Nespresso.com 83 2 Efteling.com 82
3 Nespresso.com 83 3 DeTuinen.nl 79 3 Fleurop.nl 82 3 Funda.nl 79
Europcar.nl 69 Europcar.nl 73 Europcar.nl 71 Europcar.nl 70
Gemiddelde top 100 74 Gemiddelde top 100 75 Gemiddelde top 100 75 Gemiddelde top 100 73

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4.3 Look & Feel
4. Results
Look & Feel (Further Look) | Component Scores
• The differences in scores for
the ‘ secondary impression’
between the websites are very
small. The difference between
number 1 and number 10 is
only 4 points.
What is shown?

26
4.3 Look & Feel
4. Results
Look & Feel (Further Look) | Scores of Single Items
• To improve the scores on Look
& Feel detail ABNAMRO.nl can
be inspired by
YourMasterCard.nl
What is shown?

27
Look & Feel | Best Practice Example4.3 Look & Feel4. Results
 “It has a very good overview and clearly
structured website.”
 “Reminds me of going on a holiday.”
 “The website gives you peace of mind, you
don’t feel rushed. You can quickly find what
you are looking for.”
 “Seems to make life easier.”
This website connects to the most
important reason to buy a credit
card: going on a vacation and making
purchases abroad easy.
The website responds to the main
product feature that credit cards
must meet: to be the most widely
accepted.

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Look & Feel | Best Case4.3 Look & Feel4. Results
 “Clearly laid out and well structured.”
 I immediately “see the contact link and the
“more information” link under the order
button.
 "Great text and clear how to proceed.“
 “Headers address what you want to know.”
 This website responds to another
frequently cited reason for using a
credit card: all purchases are
insured.

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Look & Feel | LEARNINGS Example (this will be tailored to your website)
4.3 Look & Feel
4. Results
What is shown?
Do's
• Welcome the visitors with an inviting landing page
• Use colors and pictures for an appealing appearance and also to convey a personal look and
brand recognition
• Address various needs of different target groups on the landing page
• Make relevant information easily accessible in order to provide quick reassurance for the
visitors
• Use an intuitive navigation
• Arrange the information clearly to support a quick overview
Don’ts
• Don’t present too much information at once
• Don’t rely on too noisy wordings / slogans

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Product Offer
Product Offer: everything
that has to do with the
product and the service of a
provider (prices and any
special offers included).
4.4 Product Offer
4. Results
Product Offer (First Impression) | Component Scores
• With regards to the first
impression of the offer,
Gazelle.nl scores best, followed
by Batavus.nl and Sparta.nl.
• Fietsnet.nl, MatraBike.nl and
StellaFietsen.nl perform
considerably better than in our
previous research.
• Elektrischefietsen.nl scores
lowest and much lower than in
the previous measurement.
What is shown?
Score
Positie
Score
Positie
Score
1 Gazelle.nl 81 1 82 4 85
2 Batavus.nl 79 4 78 9 82
3 Sparta.nl 79 2 81 11 81
4 Fietsenwinkel.nl 77 5 77 14 78
5 Fietsnet.nl 72 17 71 6 83
6 MatraBike.nl 70 12 73 15 78
7 StellaFietsen.nl 70 13 73 17 76
8 Elektrischefietsen.com 67 6 75 23 70
januari 2015
december
2013
maart 2013
L

32
4.4 Product Offer
4. Results
Product Offer (First Impression) | Scores of Single Items
• Compared to the top 3, the offer
on the website of Sparta.nl is
less appealing. Mainly due to
the fact that the website scores
low on quickly providing
relevant information.
What is shown?
79 80
Sparta.nl Top3
Thema score Thema score
79
79
78
80
80
81
Vermoeden passend aanbod
Geen addertjesonder het gras
Aanbod website is duidelijk
Top 3
Sparta.nl
77
73
75
77
75
78
79
77
80
Expect to find suitable product
Expect no hidden surprises
Product offer is clear
Top 3 Germany
Top 3 Netherlands
LeasePlanBank.nl

33
4.4 Product Offer
4. Results
Product Offer (First Impression) | Benchmark
• Compared to the WUA !
Benchmark there is still a lot to
improve for Sparta.nl.
• Especially on the aspect of
“hidden surprises” it appears
that potential customers of
Sparta.nl are not sure what to
expect.
What is shown?
79 80
Sparta.nl Top3
Thema score Thema score
79
79
78
80
80
81
Vermoeden passend aanbod
Geen addertjesonder het gras
Aanbod website is duidelijk
Top 3
Sparta.nl
77
73
75
77
75
78
79
77
80
Expect to find suitable product
Expect no hidden surprises
Product offer is clear
Top 3 Germany
Top 3 Netherlands
LeasePlanBank.nl

34
4.4 Product Offer
4. Results
Product Offer (Further Look) | Component Scores
What is shown?
• Consumers who look further
into the product offers prefer
Sparta.nl. The differences in the
top are small.
• Fietsenwinkel.nl follows at
position 2, Gazelle.nl in 3rd
place. Even though they all
have quite good scores, it is
remarkable that all the websites
in the top 3 scored higher in our
previous survey.
Score
Positie
Score
Positie
Score
1 Sparta.nl 78 4 80 11 78
2 Fietsenwinkel.nl 78 3 80 17 76
3 Gazelle.nl 77 1 81 4 82
4 Batavus.nl 77 8 76 5 82
5 Fietsnet.nl 75 16 72 8 80
6 MatraBike.nl 74 9 74 13 77
7 Elektrischefietsen.com 73 5 79 10 79
8 StellaFietsen.nl 69 13 72 20 73
januari 2015
december
2013
maart 2013
L

35
4.4 Product Offer
4. Results
Product Offer (Further Look) | Scores of Single Items
• Top 3 Germany and Top 3
Netherlands have similar
scores.
• LeasePlanBank.nl scores high
as well with a score around 80
which is, compared to other
markets, quite good.
• Largest difference on the
subject of “ Helps me to
choose”.
What is shown?
78
77
75
75
82
79
79
80
81
78
82
78
79
78
80
78
82
78
Good price-performance ratio
Product offer suitsme
Helpsme to choose
Number of choices just right
Found all relevant information
Seriously consider product offer
Top 3 Germany
Top 3 Netherlands
LeasePlanBank.nl
Number of choicesjust right
Top 3
1 DKB.de 80
2 ING-DiBa.de 79
3 Postbank.de 76
Average 73
Helpsme to choose
Top 3
1 ING-DiBa.de 83
2 Consorsbank.de 79
3 DKB.de 78
Average 75
2
1
1 2

36
Product Offer | Best Practice Example4.4 Product Offer4. Results
 " A wide choice of cycling.”
 ”They have nice bikes in all price ranges.“
 “Big discounts on older models.“
 "A lot of different bikes, even difference in
price and an outlet offering."
 “Not many offerings in the cheaper segment"
 “Sometimes large price differences without
explaining why.“
 “Too many options; makes it hard to make a
choice. How do I know home many gears I
need? And what type of engine ?"

37
Product Offer | LEARNINGS (this will be tailored to your website)
4.4 Product Offer
4. Results
What is shown?
Do's
• Offer several options for different target groups
• Provide an overview of the options and clearly explain the differences  make comparing easy
• Provide to-the-point information and advantages for each option
Don’ts
• Don’t hide any relevant information
• Don’t offer too many options

39
4.5 Brand
4. Results
Brand (First Impression) | Component Scores
Top 3 Netherlands
1 Rabobank.nl 78
2 ASNBank.nl 77
3 ING.nl 75
LeasePlanBank.nl 71
Average 72
Score
1 ING-DiBa.de 79
2 Sparda.de 78
3 CHECK24.de 77
4 DKB.de 77
5 Comdirect.de 71
6 Postbank.de 71
7 Commerzbank.de 71
8 Consorsbank.de 71
9 Sparkasse.de 68
10 VR.de 68
11 TARGOBANK.de 67
12 Deutsche-Bank.de 64
13 norisbank.de 61
April 2015 • ING-Diba.de makes the best
brand impression during the
“first impression fase” on their
website.
• On almost the same level are
Sparda.de, Check24.de and
DKB.de.
What is shown?

40
4.5 Brand
4. Results
Brand (First Impression) | Scores of Single Items
70
72
74
74
78
77
76
79
79
Company seems friendly
Company seems professional
Company seems competent
Top 3 Germany
Top 3 Netherlands
LeasePlanBank.nl
Company seemsfriendly
Top 3
1 Sparda.de 78
2 ING-DiBa.de 76
3 DKB.de 75
Average 68
Company seemscompetent
Top 3
1 ING-DiBa.de 80
2 Sparda.de 79
3 DKB.de 78
Average 72
Company seemsprofessional
Top 3
1 ING-DiBa.de 80
2 CHECK24.de 79
3 DKB.de 78
Average 72
Netherlands show similar
scores.
• The scores of
LeasePlanBank.nl are 5 to 7
points lower on all subjects.
What is shown?

41
4.5 Brand
4. Results
Brand (Further Look) | Component Scores
Top 3 Netherlands
1 ASNBank.nl 80
2 ING.nl 77
3 Rabobank.nl 77
LeasePlanBank.nl 72
Average 75
Score
1 ING-DiBa.de 79
2 VR.de 78
3 DKB.de 76
4 Sparda.de 76
5 Sparkasse.de 75
6 Consorsbank.de 74
7 Comdirect.de 73
8 CHECK24.de 73
9 Postbank.de 73
10 Commerzbank.de 72
11 TARGOBANK.de 70
12 Deutsche-Bank.de 68
13 norisbank.de 61
April 2015 • After the detailed exploration of
the website, the brand
impression of ING-DiBa.de is
again evaluated as the best.
• Interesting is, that VR.de is No.
2 here - whereas it was No. 10
after the first impression.
• DKB.de and Sparda.de are
again very close to ING-
Diba.de.
What is shown?

42
4.5 Brand
4. Results
Brand (Further Look) | Scores of Single Items
73
71
75
73
73
68
79
79
79
79
80
78
80
82
80
81
79
67
I trust the company
Expect good service
Easy to contact someone
I trust they will keep their promises
I like the contact options
Brand impression has improved
Top 3 Germany
Top 3 Netherlands
LeasePlanBank.nl
I trust the company
Top 3
1 DKB.de 81
2 ING-DiBa.de 80
3 VR.de 80
Average 73
Netherlands with similar scores
(except for the first item).
• Scores of LeasePlanBank.nl a
few points lower in all items.
• Largest differences regarding
trust-related items and
expectation of good service.
What is shown?
I trust they will keep their promises
Top 3
1 DKB.de 81
2 VR.de 81
3 ING-DiBa.de 81
Average 75
Expect good service
Top 3
1 ING-DiBa.de 83
2 VR.de 82
3 CHECK24.de 80
Average 76
3
2
1
1 2 3

43
Brand | Best Practice Example4.5 Brand4. Results
www.ING-DiBa.de “Very personal approach: Die Bank und du.”
 “Looks modern and has a fresh design.“
 “It is well-known and thus trustworthy. I know
it from the advertising with Dirk Nowitzki.”
 “Very popular bank. They received many
awards.“
 “Makes an open and honest impression.“
 “Reliable, secure and transparent.“
 “It’s a bank from the Netherlands. Looks
reliable”
 “Many prominently placed contact options.”
 “Unclear who owns this bank.”; “Not
German”
 Perceived as competent/ reliable
bank
 Honest and trustworthy
 Modern look
 Good contact options
 A few participants criticize that the
bank is not German or unclear who
owns it

44
Brand | LEARNINGS (this will be tailored to your website)
4.5 Brand
4. Results
What is shown?
Do's
• Basis: Provide information about security, reliability and competence of your bank
• Follow a personal approach  Visitors should get a feeling of being personally addressed to (esp. as
there is no local branch to build up a relationship)
• Provide transparent company information to build trust
• Highlight advantages to establish a USP
• Provide various contact options (chat, phone, email etc.)
• Create awareness because well-knowns banks are more trusted (by advertising)
Don’ts
• Don’t hide any information

46
4.6 Overall Opinion
4. Results
Overall Opinion | Component Scores
• Regarding the overall opinion
Rentalcars.com reaches the
highest score with 74.
• Ranked 2nd is AutoEurope.nl
with 70 points.
What is shown?
Score
Positie
Score
Positie
Score
1 rentalcars.com 74 1 76 3 73
2 AutoEurope.nl 70 2 76 13 54
3 SunnyCars.nl 69 8 69 5 71
4 EasyTerra.nl 67 10 65 9 61
5 Hertz.nl 63 3 74 6 70
6 SIXT.nl 62 5 73 1 74
7 Europcar.nl 61 4 74 12 55
8 Avis.nl 60 6 69 4 71
9 MalagaCar.com 58 21 57 15 50
februari 2015
januari
2013
augustus
2011
L

47
4.6 Overall Opinion
4. Results
Net Promoter Score (NPS)
• With an NSP of 3%, Sparda.de
has the highest NPS in the
market.
• Next best rated are DKB.de
with -7% and ING-DiBa.de with
-12%.
What is shown?
3% 1
-7% 2
-12% 3
-14% 4
-17% 5
-18% 6
-19% 7
-19% 8
-26% 9
-27% 10
-30% 11
-31% 12
-33% 13
NPS
29%
30%
17%
24%
19%
27%
21%
21%
20%
11%
21%
14%
25%
45%
33%
54%
38%
45%
29%
40%
38%
33%
51%
27%
41%
17%
26%
37%
29%
38%
36%
45%
39%
40%
46%
38%
51%
45%
58%
Sparda.de (n=66)
DKB.de (n=27)
ING-DiBa.de (n=89)
CHECK24.de (n=29)
VR.de (n=71)
Deutsche-Bank.de (n=56)
Postbank.de (n=97)
Comdirect.de (n=52)
TARGOBANK.de (n=55)
Consorsbank.de (n=37)
Sparkasse.de (n=141)
Commerzbank.de (n=118)
norisbank.de (n=24)
Detractors Passives Promotors
• The Net Promoter Score is a customer loyalty
metric
• Respondents respond to one question:
“How likely is it that you would recommend XY to
a friend or relative?”
• Answer scale ranges from 0 (not at all likely) to 10
(extremely likely).
• Analysis see on the right.

49
4.7 Preference
4. Results
Final Preference | Ranking
• Scores of rentalcars.com,
Avis.nl , EasyTerra.nl and
MalagaCar.com increased
dramatically.
• Scores of AutoEurope.nl,
SunnyCars.nl and SIXT.nl
decreased significantly.
What is shown?
Score
Positie
Score
Positie
Score
1 rentalcars.com 68 6 59 6 56
2 AutoEurope.nl 61 2 70 16 34
3 SunnyCars.nl 59 3 67 8 55
4 Avis.nl 59 14 51 7 56
5 EasyTerra.nl 58 16 50 9 50
6 Hertz.nl 56 5 59 5 57
7 SIXT.nl 55 4 60 1 69
8 Europcar.nl 55 13 52 12 39
9 MalagaCar.com 48 19 40 10 47
februari 2015
januari
2013
augustus
2011

50
4.7 Preference
4. Results
Final Preference in %
„If you now had to decide where
to open a savings account, which
of the websites that you have
visited during this survey would
you choose?“
• For 16% of the respondents,
Sparkasse.de is the 1st choice
(60% had visited this website).
• For 12% ING-DiBa.de is the
1st choice, although only 34%
had visited this website (best
conversion rate).
• For 8% VR.de is the 1st
choice.
What is shown?
Found
Preference:
1.choice
Preference:
2.choice
Preference:
3.choice
1 Sparkasse.de 60% 16% 9% 16%
2 ING-DiBa.de 34% 12% 7% 7%
3 VR.de 31% 8% 5% 6%
4 Commerzbank.de 47% 7% 11% 11%
5 Postbank.de 40% 6% 11% 8%
6 Comdirect.de 21% 5% 5% 4%
7 Sparda.de 25% 5% 9% 5%
8 Consorsbank.de 15% 5% 3% 2%
9 DKB.de 11% 4% 3% 1%
10 CHECK24.de 10% 3% 3% 1%
11 TARGOBANK.de 24% 3% 5% 5%
12 norisbank.de 10% 2% 1% 2%
13 Deutsche-Bank.de 31% 2% 3% 6%

51
Final Preference in % regarding the 3 components
What is shown?
„With regard to
• Look & Feel
• Product offer
• Brand
which website do you
like the best? And the
second best? And the
third best?“
There are 4 websites
which are chosen by
about 1/3 of
respondents as their
No. 1 within one
component:
• Check24.de
• Consorsbank.de
• DKB.de
• ING-DiBa.de
Alphabetic sorting
Reading Example:
Reading example for ‚Look & Feel‘ for Check24.de:
Of those respondents, who had visited Check24.de during their online orientation process, 33% said
that they like this website the most when it comes to Look & Feel.
4.7 Preference
4. Results
No.1
No.2
No.3
No.1
No.2
No.3
No.1
No.2
No.3
CHECK24.de 33% 33% 10% 27% 43% 13% 37% 30% 17%
Comdirect.de 26% 21% 21% 27% 15% 31% 24% 19% 26%
Commerzbank.de 22% 25% 21% 18% 24% 23% 23% 15% 24%
Consorsbank.de 29% 22% 13% 36% 20% 16% 36% 20% 9%
Deutsche-Bank.de 10% 13% 18% 10% 10% 18% 8% 13% 21%
DKB.de 32% 21% 12% 32% 21% 18% 38% 21% 12%
ING-DiBa.de 31% 27% 19% 34% 28% 13% 34% 27% 17%
norisbank.de 20% 10% 23% 10% 20% 17% 10% 23% 27%
Postbank.de 17% 27% 19% 16% 25% 21% 13% 28% 21%
Sparda.de 24% 23% 31% 27% 24% 23% 26% 27% 22%
Sparkasse.de 20% 16% 22% 22% 15% 23% 23% 17% 22%
TARGOBANK.de 11% 26% 16% 8% 26% 15% 8% 21% 21%
VR.de 21% 18% 14% 21% 17% 18% 23% 16% 17%
No.1
No.2
No.3
No.1
No.2
No.3
No.1
No.2
No.3
CHECK24.de 33% 33% 10% 27% 43% 13% 37% 30% 17%
Comdirect.de 26% 21% 21% 27% 15% 31% 24% 19% 26%
Commerzbank.de 22% 25% 21% 18% 24% 23% 23% 15% 24%
Consorsbank.de 29% 22% 13% 36% 20% 16% 36% 20% 9%
Deutsche-Bank.de 10% 13% 18% 10% 10% 18% 8% 13% 21%
DKB.de 32% 21% 12% 32% 21% 18% 38% 21% 12%
ING-DiBa.de 31% 27% 19% 34% 28% 13% 34% 27% 17%
norisbank.de 20% 10% 23% 10% 20% 17% 10% 23% 27%
Postbank.de 17% 27% 19% 16% 25% 21% 13% 28% 21%
Sparda.de 24% 23% 31% 27% 24% 23% 26% 27% 22%
Sparkasse.de 20% 16% 22% 22% 15% 23% 23% 17% 22%
TARGOBANK.de 11% 26% 16% 8% 26% 15% 8% 21% 21%
VR.de 21% 18% 14% 21% 17% 18% 23% 16% 17%

52
4. Results
Final Preference | Reasons
4.7 Preference
Regarding your No. 1: What did you like better than on the other websites?
• “They provide a broad offer, but still have a very good overview.”
• “The website seems friendly and open.”
• “The website as a whole is clearer and the words are easier to understand”
• “They offer the best interest rates and have the best suitable product for me.”
• “The product range is larger and the conditions are consistently better.”
• “They are reliable and seem to be at the pulse of time.”
• “They are just more popular compared to some of the other direct banks.”
 Main reasons: user-friendly website, broad offer, good condition
s

53
4. Results
4.7 Preference
• “It has the best overview. Everything is easy to understand.”
• “They explain everything clearly and briefly. Only what you really need to know.”
• “They only show what customers are looking for. And no aggressive noisy adver
tising.”
• “The visa card is for free and there are no fees for the account.”
• “It has the best offer, best interest rates and offers are most flexible.”
• “They are German.”
 Main reasons: good conditions, user-friendly website

54
4. Results
4.7 Preference
• “I already knew the website before. And they are just closer to me.“
• “I only had good experiences with Sparkasse.“
• “They always have the best people when you need personal consulting.“
• “As I am a Sparkasse-client I already use the online banking and trust them the
most.”
• “Sparkasse has a good reputation and they are not involved in any banking crisi
s.”
• “I have been their customer for many years. And they always had the best offers
for me”
• “They have local branches.”
 Main reasons: availability of local branches, good experiences/ tr
ust

55
4. Results
4.7 Preference
• “I like the familiar colors on their website and that they show people like you and
me.”
• “Personal consulting is good – and this has been the case for years.”
• “Better availability and branches close to me.”
• “I have been using the website for years, and I like it.”
• “The website has a better overview.”
• “I like that they are a cooperative bank.”
• “I have been a customer for years. I know they treat you as a person, not as a
number.”
 Main reasons: availability of local branches, good experiences/
trust

58
4.8 Order Process
4. Results
Order Process | Scores of Single Items
Ordering processiseasy
Top 3
1 CHECK24.de 88
2 ING-DiBa.de 86
3 DKB.de 81
Average 78
Trust in handling the order correctly
Top 3
1 ING-DiBa.de 89
2 CHECK24.de 88
3 DKB.de 85
Average 80
Good information about order progress
Top 3
1 ING-DiBa.de 88
2 CHECK24.de 87
3 DKB.de 83
Average 79
• Comparing on scores for the
ordering process does not lead
to new insights or
recommendations.
What is shown?
3
2
1
1 2 3
76
76
75
74
79
78
80
79
Vertrouwen in afhandeling proces
Soepel verloop proces
Prettig verloop proces
Op de hoogte voortgang proces
Top 3 onderzoek
ABNAMRO.nl
77
77
75
78
83
80
79
80
87
85
85
86
Trust in handling the order correctly
Ordering process goes smoothly
Ordering process is easy
Good information about order
progress
Top 3 Germany
Top 3 Netherlands
LeasePlanBank.nl
Op de hoogte voortgang proces
Top 3 onderzoek
1 ICScards.nl 81
2 WorldCard.nl 79
9 ABNAMRO.nl 74
Gemiddelde 76
Prettig verloop proces
Top 3 onderzoek
1 ICScards.nl 81
2 WorldCard.nl 80
3 ASNBank.nl 78
5 ABNAMRO.nl 75
Gemiddelde 74
Vertrouwen in afhandeling proces
Top 3 onderzoek
1 ICScards.nl 80
2 WorldCard.nl 79
8 ABNAMRO.nl 76
Gemiddelde 77

59
 “Chat function available to help when
applying for a card.“
 “Easy, clear information in advance on what
you need to fill out the form”
 "You can immediately save a copy of the
application for your records. "
 Visitors appreciate it that Visa
clearly states what documents you
need to apply for a card.
 One respondent really likes the fact
that you can save the filled out
form for your own records.
Order Process | Best Practice Example4.8 Order Process4. Results

About WUA!
• Founded in Amsterdam, The Netherlands in 2008
• 35+ team members and experts in online benchmarking
• Highly flexible and adaptive international organisation
• Worldwide market leader in online conversion and service
benchmarking
• WUA! conducts regular independent research on its own initiative
• Result: unique and comprehensive benchmark database
• Daughter of Effectory International (150+ employees), Europe’s
largest independent employee survey specialist and employee
engagement experts. Owner of “Great Place to Work”.
• Proud creator of the Web Service Scan® and Web Performance
Scan®.
Herengracht 252
NL - 1016 BV Amsterdam
Tel: +31 (0)20 531 97 10
www.wua-research.com
61
Daan Tames
Mobile +31 (0)6 28 43 47 84
Email daan.tames@wua.nl
Contact details

Worldwide Market leader in Global online performance benchmarking
63

64
Looking forward to working with you & achieve amazing results!

Contact
Ivo Bakhuys
CCO
Mobile: +31 (0)6 xx xx xx xx
Email: ivo.bakhuys@wua.nl
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Account Manager
Mobile: +31 (0)6 xx xx xx xx
Email: olf.koekoek@wua.nl
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www.wua-
research.com
+31 (0)20 5319710

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