| By Jim Bruene on September 24, 2007 4:59 PM | Comments (0) |
In terms of website design, I find most Citibank pages to be somewhat busy. But overall, the pages usually work well due to the eye-catching graphics, appropriate use of colors, and good copywriting.
I've had a Citibank Business AAdvantage credit card for at least a decade. Even though I don't visit the site often, maybe once every few months, I find that it's generally easy to find what I'm looking for.
As you can see in the business card example below, the bank uses purple and green "buttons" to catch your eye, then inserts important key words within them to drive action:
- The purple, "Fraud is not your fault" reinforces that customers are not liable for unauthorized transactions, something most people are still concerned about, even though their liability is minimal. The button leads to a page that discusses advanced fraud fighting tools such as virtual account numbers and a picture card.
- The navy, "How much have I spent lately?" allows users to quickly drill down into a key area of concern for most card users. Although not as powerful as Wells Fargo's My Spending Report (previous coverage here), it's still a good starting point for many users.
- Finally, the bright green, "Help prevent an identity crisis" pitches the bank's credit monitoring solutions (note 1).
Citibank Business Credit Card main account overview page (22 Sep 2007)
Note:
1. For more information on bank and credit union opportunities selling credit report monitoring see our most recent Online Banking Report.
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