What is Customer’s Website Expectation
Sales and Customer experience is the most exciting opportunity for businesses, and the reason is simple; the companies that focus on the user-to-customer conversion journey reduce churn and increase revenues – leading to higher profits! The Question is can Nigerian banks deliver this good experience through the internet, especially websites?

Some time ago, I was trying to open an account with one of the leading banks in Nigeria via their website and I found their website very confusing with lots going on. I had to go to their bank branch to complete the process eventually. Many of the banks have focused more on the functionality of their website, leaving out the most crucial, customer’s experience. What is most disappointing is that over 90% of websites from banks performed so poorly in giving users the best experience. From opening a new account to lodging complaints, customers’ need varies but they all have one question; “Can I get what I want Here?”

Here is a ranking of websites in Nigeria based on the following criteria;

1. Clear and Simple Communications/Messages
2. Ease of using the website, navigation, and customer journey
3. Emotional connection with customers through Contents (Visuals and Images)

Sterling Bank

I have never seen a better website in Nigeria that embeds all the basic customer and sales-oriented principles of designing a website. From categorizing their customer’s immediate purpose of visiting the website into personal, business, and other; to connecting the joy of banking with Sterling through images with all their copies. I am struggling to pick a hole here! This website will easily win the best overall customer-centric website in Nigeria and that is why it came on top. Great Job Sterling Bank!
Rating 9.8/10

Access Bank

This website comes second, but not close to the Sterling Bank Website. Good enough, as a user, the first part of the website, sliders, gives amazing copies which makes it easier to connect with their various products. All messages are simple, clear, and connecting. Navigation is easy and simple as well. One thing most of these websites struggle with is how to showcase all their services in just one page, if this can be improved upon by access bank, they can easily compete with Sterling.
Rating 7.5/10

Zenith Bank

Nothing extraordinary about their home page beyond beautiful images that sit well behind their good copies. Navigation through the website can be better as it seems a lot is happening through the website at the same time. The website is also plagued with “weak” call to action buttons such as “Learn More”, “Get Started” etc. I believe the website can be better organized to reflect the top-notch services the bank is known for
Rate 6.0

Other Banks;

 Expectedly, many bank website struggles to categorize their offerings and communication is generally poor. Their home pages are all confusing and do not provide that same experience you get when you walk into their banking halls. Here is a list of other banks with foreign and local licenses and their ratings

Also Read; 5 critical reasons Why website is important for small business in Nigeria, 2022

• Polaris Bank – 5.0
• Guarantee Trust Bank – 5.5
• United Bank of Africa (UBA) – 5.0
• Unity Bank – 4.5
• Fidelity Bank – 4.0
• First Bank – 3.8
• Heritage Bank – 3.5
• EcoBank – 3.0
• Citi Bank – 2.8
• Stanbic IBTC Bank – 2.5
• Wema Bank – 1.5
• Union Bank – 1.0

Conclusion

Things are changing pretty fast, a fancy website does not necessarily pass for a good website. The true measure of a good website is around how well it can convert or help visitors without extra effort from other sources. I believe it is high time banks key into this endless opportunity that exists on the internet and gives a better customer experience we all want to have

Have you ever visited your bank website? Share your experience below