Great experiences build loyalty. And there are not many industries where loyalty is more important than in retail banking. But we rarely see the really good online experience from them. Some of them do a good job though.

To uncover the best practices of retail banking customer experiences, UserTesting guys ran a competitor study, in which 90 participants evaluated the mobile app and ATM experiences of Chase, Wells Fargo, and Bank of America.

The study revealed four key components top-scoring retail banks shared when it came to customer experience:

1. Clarity: Label menu items and links so that its contents align with expectations
2. Options: Provide more than one way to find information or complete a task
3. Low friction: Allow access to features without unnecessary interference
4. Intuitive: Make common actions easily accessible

You can learn from this how to improve the experience of your own site or app.

How top financial services organizations create great experiences