To assess how well brokerages are attracting customers looking for self-directed investment accounts, we recently launched our first-ever Investment Sales Digital Experience Review. We evaluate the functionality and user experience of 13 North American websites targeting new self-directed investors. This review follows previous reviews of the mobile app experience in North America and the desktop experience in the US and Canada.
This study covers the first stages of the customer lifecycle: discovery, evaluation, commitment, and initiation (onboarding). The DXR methodology evaluates a brokerage website from the perspective of a prospective customer considering opening a brokerage account, scoring the site across 26 criteria across four digital experience categories from the Forrester Customer Lifecycle Framework.
As part of this research, we will also create a functional assessment tool. Digital leaders and their teams can use this tool to identify areas for improvement in a prospect’s digital journey. By evaluating the elements of your digital experience yourself, you can compare the quality of your service with our standards. The tool’s heat map highlights areas of strength and weakness. This is a tool we created as part of our latest digital experience review of mobile investing apps.
Forrester clients can schedule an inquiry or guidance session with me to discuss how they can enhance the digital capabilities of their desktop and app experiences.
