Selling Behind the Password

Author Jim Bruene Published Apr. 21, 2009; OBR 165 Pages 48 Format PDF, Printed, Word Size 7.9MB Table of Contents Click the following icon to download the Table of Contents:

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Abstract: In this report, we look at the efforts of 15 major banks and payments players to cross-sell products within their secure online banking areas.

We analyze six key areas behind the password that can be effectively used for sales and marketing messages:

• Interstitial (splash screen) pages inserted after performing any online activity, especially after the initial login.
• Banner and keyword advertising within the secure online banking area
• Product placement within online banking and bill pay
• Transactional upgrades
• Page displayed after an online banking session has concluded (either through logoff or inactivity)
• Product/shopping/discount portals

Companies mentioned: American Express, Bank of America, Chase Bank, Citibank, Discover Card, Everbank, First Tech Credit Union, ING Direct, Jwaala, Mint, Netflix, PayPal, Revolution Money, US Bank, WaMu, Wells Fargo