May 2014: Online Promotion of Small Business Credit Card Apps

The May Small Business Card Monitor examines the online promotions for mobile apps and websites. Our analysis focuses on how prominent credit card firms make their promotions and what sorts of technology is employed to present information. Additionally, we examine the features available on credit card mobile apps. This month’s report evaluates firms’ mobile promotions based on the following:

• Availability
• Delivery of Information
• Promoted Features

Due to the increased importance of mobile account management, all firms promote their apps on their main websites. All firms host a mobile section, and 88% of firms make this section accessible directly from the site’s main menu. Only one firm allows for direct access to mobile sections in the static footer of the site. Half of firms promote their mobile pages on the small business homepage.
 
All sites in our coverage group offer the ability to look at apps with photo images. Fewer firms, 38%, provide videos of their apps to walk card holders through the user experience. One firm offers an interactive tour where card holders can try out different features of the site. A majority of firms, 88%, employ dynamic web design features like sliding panels and links that immediately generate information rather than loading a new page.
 
Every firm we examine supports the iPhone and Android, and 88% of credit card companies advertise the ability to access an app on iPad. About two-thirds of firms discuss the ability to use other devices like the Kindle Fire, Windows Phone or BlackBerry. Additionally, all firms discuss the ability to view a general mobile site.
 
All companies advertise the ability to pay a credit card bill from a mobile device. A majority of firms, 88%, allow card holders to view recent transactions and one-fourth of firms let clients view a statement on their phones. Sixty-three percent of firms let card holders view and redeem their rewards points on a mobile device. Half of sites advertise the ability to receive mobile alerts.
 
Notable findings in this report include:

• 88% provide access to mobile sections in the main menu.
• 50% of firms offer images on their credit card homepages.
• All firms provide images of their apps.
• 38% of firms include a video tour of their mobile apps/sites.
• 88% employ dynamic web features to present promotional information.
• All firms offer Android and iPhone apps.
• 88% provide iPad apps.
• 63% of firms provide an app for another mobile device.
• All firms let card holders pay their bills with a mobile card.
• 88% allow card holders to view recent activity.
• 25% of firms let users view a statement.
• 63% of firms let users view rewards points on a mobile device.