Huntington Bank

Competitive Analysis
October 2015

Site Homepage
Home Page:

Design: Simple and interesting,

resembles a mobile platform.
Image heavy, selling a lifestyle.
Layout: Below main content are
featured news and stories
section of ambassadors (will. i.
am.) and those who bank with
Chase. Blog-like.
Messaging: A bank that meets
your lifestyle
3!

Checking Page
Checking Page:

Immediately prompted for zip code

-No entry to page if zip code has
no available services
Comparison Chart of accounts

4!

Search Experience
Paid Search:

Directs you to credit card

services

Organic Search:

Directs you to call them to

learn more about personal
checking accounts

5!

Customer Service
Phone service:

Unexpectedly bad phone

service since they heavily push
calling them for personal
banking needs

Online Chat:

None offered

Difficult finding someone for

the customer to speak to to
learn about opening an account
15 minute hold time
-Customer service assistant did
ensure me they were finding
someone to help me
6!

Opening and Account

Application Process:

Offer to Open:

1st Pleat: required to enter zip

code

None online

2nd Pleat: Account selection and

add-ons
3rd Pleat: All personal
information taken
No follow up emails or mail

7!

Mobile
Designed for mobile
-Solidified landing page
-Straight forward and foolproof,
but with limited options
compared to all other competitors
Limited services
-Access to services and accounts
information
- Application not available
Follow up marketing on Instagram
(promoted post) and Spotify (ad
between music)
8!

Site Layout

(New Site Launched Nov. 2015)

Home Page:

Design: Clear tabs, image

heavy, compared to old site
(see slide 11)
-Welcoming easy to follow
-Welcoming font
-More color rich
-No more html look
No email prompt

10!

Old Site Homepage

(New Site Launched Nov. 2015)

11!

Checking Page

(New Site Launched Nov. 2015)

Checking Page:

Text heavy

Old Checking
Chart

Overwhelming comparison chart

(see slide 12)
Messaging: Straightforward
banking, that works for you
Old Site:
Pushing: Stand Up To Cancer Debit
and Credit Card ($150 to customer
and $150 to SU2C)

New Checking
Chart

12!

Search Experience
Paid Search:

Offer: Start with a $200 bonuses when you

Open a Fifth Third Essential Checking
account with qualifying activities. Qualifying
activities include 3 online bill payments
using Fifth Thirds online bill payment
service and direct deposit.

Organic Search:

Directs you to compare types

of checking accounts, call or
visit your branch to find more
information

13!

Customer Service
Phone Service:

Online Chat:

Very standard automatic voice

-Not welcoming
-No sound or jingle
-Would not make me want to
call again as a customer

None offered

Easy to get a person once you

go through a couple options

14!

Opening an Account
Application Process:

Offer to open:

1st Pleat: Account selection and

add-ons

2nd Pleat: All personal

information taken
3rd Pleat: First deposit and
confirmation
No follow up emails or mail

$150 to you. $150 to Stand Up To

Cancer. Get $150 when you open an
Essential Checking Account with
qualifying activities and well donate
$150 to Stand Up To Cancer.

Must set up direct deposit and

make 3 online bill payments.
Not targeted, everyone qualifies

15!

Mobile
Designed for mobile
-Now clearly matches regular
site
-Clear and confusing to the
customer
Visually appealing or eyecatching

Old Mobile Homepage

New Mobile Homepage

16!

Site Homepage
Design: Clear tabs, but small
font. Average bank website.
-Mostly use graphics instead of
photos
Pushing: Security and privacy
available
Messaging: Make your life/
banking easier
Their good features
(informational videos) are not
promoted.
18!

Checking Page
Required to enter zip code first
Required to scroll down to see all
of the options for checking
-Not immediately in front of
customer
Live chat pops up after 2 minutes
on the same page

19!

Search Experience
Paid Search:

Organic Search:

Only difference to organic is slight

graphic changes and no Find the
right checking account. button
20!

Customer Service
Phone Service:

Live Chat:

Standard automatic voice, not

friendly. Just another corporate
bank.

Pops up after 1 minute on

application page

This was not an enjoyable

experience, as a customer I
wouldn'tt call again
-Felt like I was calling just
another corporate bank
Eventually will get to a person
after a lengthy list of prompts

Only ask for your name up front

Directed to a certain part of the
website for more information
Will not accept email, or email
information to the customer
Efficient and friendly
21!

Opening an Account
Application Process:

Offer to open:

1st Pleat: Account selection and

demographic information

None online

2nd Pleat: All personal

information taken
3rd Pleat: First deposit
No follow up emails or mail

22!

Mobile
Works on mobile, but not
designed efficiently for mobile
-Continuous scrolling
-Lots of small font, which was
not mobile friendly
-No real landing page
Confusing to a customer
-Difficult navigation
-Only looks to talk about
security features, not mobile
banking

23!

Site Homepage
Design: Standard bank design,
small font, nothing jumps out
as a customer
Pushing: Home equity line of
credit
-1.5% introductory rates and
3.999% APR and home owner
options
No email prompt

25!

Checking Homepage
Theres an easy access find my
offers option
Messaging: Options and features
made to work for you

26!

Search Experience
Same web page for paid and organic search.

27!

Customer Service
Phone Service:

Live Chat:

Standard automatic voice

-Unwelcoming
-Nothing that draws you in to
do business with them

None offered

5 minutes wait time to speak to

a customer service assistant

28!

Opening an Account
Application Process:

Offer to Open:

1st Pleat: Account selection and

add-ons

None online

2nd Pleat: All personal

information taken
3rd Pleat: Confirmation
No follow up emails or mail

29!

Mobile
Designed for mobile
-Easy to use
-Resembles online site but
simplified
-Allows access to all categories
and services
Emphasis on student banking
(checking accounts with low
rates and loan applications)
-They know a large percentage
of mobile users are students
-Not as obvious on regular site

30!

Site Homepage
Design: Friendly, but bland
-Seasonal Additions
-Relatable lifestyle
photos(families, etc.)
Layout: Dense text
-html look and feel
-Confusing where to click
Messaging: Finding the
account that fits you
No email prompt
32!

Site Layout
Checking Page:

Text Heavy, confusing and

overwhelming
Chats pops up after 1 minute
asking for customers email to chat
with someone about their services

33!

Search Experience
Same web page for paid and organic search.

34!

Customer Service
Phone Service:

Online Chat:

Automatic voice
-After multiple options connects
to customer service assistant

Pops up after 1 minute on

checking page

Two rounds of prompting you

to enter existing account
information before offering new
options
-I almost hung up, when it
started again because I didnt
think they had any services or
options for a new customer

Requires your name and email

-No email follow up
Stated in the live chat they will not
email information to the customer
-Only will provide links and
information in the chat

35!

Opening an account
Application Process:

Offer to Open:

1st Pleat: All personal

information taken

None online

2nd Pleat: Account information

and selection
3rd Pleat: Confirmation
No follow up emails or mail

36!

Mobile
Compared to website, it is a
good mobile site
-Easy to use
-Resembles online site but
simplified
Allows access to all categories
and services, customer knows
where to click
-Welcoming feel

37!

Site Homepage

Old homepage featured Welcome

with small city scape graphic going
on around it
-A little too busy, drew attention
away from the options
-Too small of an image, with too
much action for a mobile homepage

New homepage is cleaner

-Easy to focus on customer options
-Refreshing

All competitors have a designated

place on the right side of the
homepage for login, Huntington has
a drop down log in
39!

Search Experience
Same web page for paid and organic search.
Geotargeted?

40!

Customer Service
Phone Service:

Online Chat:

Friendly and efficient

-Happy jingle played at
beginning
-Personable automatic voice

Very limited
-Offered only at certain times
-Not directly linked under
customer service
-Rarely pops up on its own

Matches personality of bank

Customer service agent provides you

with same info as on site, only offer
to send a link
-Seems unknowledgeable
-Overwhelming as a customer

41!

Opening an Account
Application Process:

1st Pleat: All personal information

taken

2nd Pleat: Account add-ons

3rd Pleat Disclosures

4th Pleat: Funding options

5th Pleat: Confirmation

Offer to Open:

None offered online

Longest application process

No follow up emails or mail
42!

Mobile
The new site is more mobile
friendly
-Continuous scrolling
-No real landing page
A little confusing
-No obvious place for more
options compared to
competitors mobile homepages

Old Mobile Homepage

New Mobile Homepage

43!

Huntington Advantages
No other bank is using the email addresses or mail addresses of their
potential customers to further market their product
-Legal implications?
Phone service is friendly and not as stressful as competitors
-Consistent with their company philosophy
Modern and sleek website design
-Grabs attention through bright colors and welcoming feel

44!

Huntington Disadvantages
Very limited online chat
-Potentially could fit well with the welcoming dynamic of the home page
Not providing/showing customer offers when opening accounts online
- Possibly could create an offer with Pelatonia, similar to Stand Up To Cancer
Mobile site could be improved to have more obvious options
-Talk to a banker. button
Put more emphasis on student banking
-OSU
Although contact page is very detailed it could be a little overwhelming to
some
45!