The November Small Business Card Monitor Report examines card selection tools that site visitors can use to help decide which business card is right for them. We look at card comparison tables, interactive questionnaires and filters. We also focus on the interface of these tools and what details they provide about different credit cards. This month’s report evaluates card profiles based on the following criteria:
- Types of Card Selector Tools Available
- Interactive Features
- Information and Accessibility
This report looks at seven firms. We awarded two As this month to firms that provide several card selection tools that are well-designed and easy to use. Three firms received Bs in this month’s report. In addition, one C and one D were given out.
The most common card selection tool in this month’s report is a comparison table. Eighty-six percent of firms in our group offer comparison tables. Forty-three percent of sites offer customizable charts and 57% provide static charts. We found that both approaches can be effective. One firm, for example, offers a static chart, which is necessary since the firm only provides two business cards; the comparison offers a high volume of useful information for visitors. Another firm also maintains a strong comparison chart.
Interactive questionnaires are less common, with only three firms offering clients these tools. Questionnaires range from one to three questions on users’ needs before suggesting appropriate products. One firm, for example, asks users how they want to pay their bill and what types of rewards interest them, and the tool is interactive for users.
Within filtering tools, rewards opportunities are the most common way for card companies to let users view specific cards. All card filters we saw allow users to limit results by rewards, such as cash back and travel rewards. One firm, for example, lets visitors view filtered lists of cash back and travel cards, as well as charge cards and basic cards.
This report recommends that card companies make their selection tools dynamic, with features like lightboxes and automatically updating filters. Top firms provide multiple types of card selection tools. Additionally, tools should let users compare by APR and fees, as well as filter cards according to their rewards and payment goals.
Notable findings in this report include:
- Eighty-six percent provide comparison charts.
- Forty-three percent provide customizable charts.
- Fifty-seven percent offer static comparison charts.
- Forty-three percent provide card questionnaires.
- Forty-three percent provide card filters.
- All firms with filters allow users to filter by rewards and payment style.
