What Makes an Ineffective Mortgage Site?
Not too many web sites provide a great first impression to people looking to purchase a home, according to a new Change Sciences Group research study. Only two out of 31 sites the company looked at were ranked high in the impression they give visitors.
Other findings said that:
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One third of sites failed to support the needs of a refinancing homeowner on their mortgage lending pages.
- About one third of sites did not present ways to determine which loans would work best. Of those that did, only one could do so without causing usability or content friction.
- About one quarter of sites did not provide even the most basic information about home buying, such as the different mortgage types and how best to get such mortgages.
- About 19 percent of sites do not present a direct way to get information about applying for a mortgage. Although sites offered multiple ways to apply, few described up front just what those ways entailed, such as how long the approval process would be.
- Only 12 of 31 sites told users how to stay informed about home prices and mortgage rates.
Copyright © 2005 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 15, No. 12, 12/05
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