Rob Rubin, Novantas Managing Director, writes a weekly column for The Financial Brand
Why do consumers choose one checking account instead of another? Data from thousands of checking account searches reveals the hot buttons behind consumers’ decisions: locations, fees, advertising and word-of-mouth.
Using the online tool at FindABetterBank, active bank shoppers walk through a logical process to help them narrow down their checking account options. The system prompts them with questions about feature requirements and fee preferences. After they select an account as their “top choice,” they’re asked why they chose that particular account. Using the data generated from thousands of such searches, we can dissect and understand the various factors driving consumers’ decisions — features, fees, locations, promotions, etc.
Read the full article at The Financial Brand…