Net.B@nk

www.netbank.com

The new look at Net.B@nk.

NetBank (Atlanta, GA; $388 million; 21,000 online accounts) introduced a new look for its Web (screenshot lower left). Graphics and layout are modern. Speed is mixed in our tests, good on IE 4, sluggish on Netscape 4. Drop-down navigation boxes across the top avoid a cluttered look. Mouseovers are used in the three central pictures to describe the services available. You can’t miss that the bank is transaction-enabled, with large bank and brokerage logon buttons on the left side of the screen.

Finally, there is an attractive offer on the first page for free 3.05% checking, although the bank shoots itself in the foot with a curious design decision. The bank provides no imbedded link or button to purchase or find out more about the offer. And it’s no HTML glitch either, it’s been that way for a month. Users must find their own way to the deal by trial-and-error.

The button immediately below the offer, which we expected to be an online checking account application, instead triggers a pop-up window showing the bank’s 15-minute delayed stock quote (NTBK). Maybe we’re becoming cynical, but this seems like a case of misplaced priorities. A company stock quote is a good feature in “About Us.” But elevating it to the home page leaves prospective customers wondering, “Does this company really want my banking business, or are they simply trying to hype the stock?” Net.B@nk should be proud of the run-up in its stock price (see OBR 1/99 ), but they shouldn’t let that interfere with its primary mission, signing up new accounts.

Contact: D. R. Grimes is CEO, (770) 343-6006.