indexThe Swiss Banking Websites Index Q3 2010/701 To compile this survey we reviewed over 250 websites, using the Sitemorse automated website optimisation software (page content, templates and infrastructure) to test and rank each website. This report presents a summary of the findings and is produced in association with Supertext. www.supertext.ch We run more tests, in more depth, more often than anyone else. Our results are more accurate, more accessible and more useful than anyone else’s, and our reports are published in more places, read by more people and trusted by more organisations The Swiss Banking Websites Index Q3 2010/701 than anyone else’s. index Contents Welcome note 3 The better you tell, the better you sell 4 The top fifty 5 Time to wait 6 Fatwire - Content Integration Platform™ 7 Most improved site 8 Who’s up and who’s down 8 The bottom twenty 8 Web accessibility denied 9 92% of sites need to consider the impact 10 Welcome to the 8th issue of the Swiss Banking Websites Index. This quarterly survey provides an independent benchmark of over 250 websites, employing more than 600 tests on each page tested. The banking industry needs to improve online quality, compliance and user experience – preferably at the point of website delivery, not as an afterthought. A positive user experience is not simply a matter of beautiful design: the primary requirement is for the website to function properly and quickly. The Sitemorse tests routinely uncover all kinds of problems that can have a big impact on a visitor’s impression – such as dead links, compliance issues, non-functioning email addresses, slow pages, poor ranking in search engines, etc. Time and again we find that site owners are concerned about such issues but unaware of them, as they don’t test and monitor their online presence properly. We also find that a newly re-launched website often scores well initially and then gets worse over time for the same reason. Your web presence is never static. However often you may update your printed brochures, annual reports or company flyers, your web pages will change faster. And in the same way as you have a process of reviewing and approving your printed media, you need that for your website. You would never release a printed brochure with empty or wrongly formatted pages, and the same rules should apply for your The Swiss Banking website. Websites Index is conducted in association with If your site is one of those covered in this Index, we hope you’ll find food for thought in the pages that follow. Patrik Riebli Managing Director Sitemorse Switzerland 3 No-one has The better you tell, the complained The Top Fifty to me about our Are you in the top 50 for quality, compliance and website...ww better you sell performance? No-one does; they move to your competitors With all the attention given to logos, fonts, colors and images, and often don’t come Rank Company Index Previous Change the text on many websites is often flagrantly neglected. back. 85% of consumers 1 Centrum Bank AG 8.51 1 0 Rinaldo Dieziger say they would have 2 J&T Bank Schweiz AG 8.41 5 3 [email protected] However, choosing the right words means not only gaining reservations about buying 3 Ersparniskasse Speicher 8.27 3 0 +41 43 500 33 83 a higher indexing in the search engines – but also the from a business with a 4 BANCA GESFID 8.18 4 0 www.supertext.ch poor quality website. 5 Banque Bonhôte & Cie SA 8.12 200 195 goodwill of readers. 6 Bank Julius Bär & Co. AG 8.03 6 0 7 Banque Cramer & Cie SA 7.93 12 5 But what are the right words? A good text has to be exceptional if it is to be read at all. And it has to be 8 AXA Bank 7.93 8 0 simple, so that it can be understood. It can be long, but it must not be boring. How do you achieve that? 9 Lombard, Odier, Darier, Hentsch & Cie 7.92 9 0 You turn to professionals. 10 Valiant Privatbank AG 7.89 68 58 Optimise a text with a few clicks 11 Spar + Leihkasse Steffisburg 7.86 10 -1 12 Banque Bénédict Hentsch 7.84 7 -5 “In the fall of 2005 we began to bring together the most talented copywriters, authors, editors and proof- 13 Thurgauer Kantonalbank 7.80 74 61 readers on the internet,” says Rinaldo Dieziger. The result was Supertext, the first copywriting agency 14 LBBW (Schweiz) AG 7.74 11 -3 on the internet. With Supertext, sending a document to be revised or translated is as simple and fast as 15 BGG, Banque Genevoise de Gestion 7.56 18 3 booking a flight. Just load it up on www.supertext.ch and you’ll immediately get a quote for editing, proof- 16 AKB Privatbank Zürich AG 7.54 13 -3 reading, translation and transcreation. Each job sent to Supertext is reviewed before being sent to the best 17 Scobag Privatbank AG 7.47 14 -3 qualified text professionals to be worked on. 18 Zürcher Kantonalbank 7.36 16 -2 19 Bank Thalwil 7.26 15 -4 20 La Roche & Co Banquiers 7.23 20 0 21 Urner Kantonalbank 7.20 201 180 22 Valartis Bank AG 7.19 21 -1 23 Mizuho Bank (Schweiz) AG 7.19 28 5 24 NZB Neue Zürcher Bank AG 7.18 22 -2 25 Adler & Co. Privatbank AG 7.16 24 -1 26 Banque Franck, Galland & Cie SA 7.00 50 24 27 Bank aek Genossenschaft 6.94 25 -2 28 Sparkasse Trogen 6.85 30 2 29 Private Client Bank 6.84 31 2 30 Bernerland Bank AG 6.82 40 10 31 Banque Du Bois AG 6.81 27 -4 32 Biene - Bank im Rheintal Genossenschaft 6.80 45 13 33 Bank Thur 6.80 19 -14 34 Bezirkssparkasse Uster 6.80 72 38 35 Burgerliche Ersparniskasse Bern 6.77 59 24 A cultural transfer instead of a translation 36 ZLB Zürcher Landbank 6.75 34 -2 37 FAISAL PRIVATE BANK (Switzerland) SA 6.74 32 -5 Supertext’s network of local copywriters, editors and authors gives it a decisive advantage over many 38 Pictet et Cie 6.74 39 1 translation agencies. Under its transcreation service, a document is first translated by an expert in that 39 Spar- und Leihkasse Frutigen 6.72 48 9 field before being reviewed by a local copyeditor and then checked by a proofreader. As Dieziger explains: 40 Cornèr Banca SA 6.69 78 38 A text doesn’t just “Translators are mainly interested in recreating the same content in the new language. They are concerned 41 Caisse d’Epargne d’Aubonne 6.67 35 -6 with what is said. A copywriter or editor is more interested in how something is said, what the intentions of 42 Bank Morgan Stanley AG 6.67 164 122 need to please the text are. This is the decisive factor when it comes to marketing and communications.” Google, it should also 43 Schaffhauser Kantonalbank 6.66 29 -14 44 Sparkasse Schwyz 6.58 17 -27 convince Corporate language services 45 LB (Swiss) Privatbank AG 6.52 95 50 46 Banque Pasche SA 6.50 53 7 the reader.ww Language can pay a large role in defining the corporate identity of a company. People don’t recognize a company based simply on what they see; their view also depends on how the company speaks to them. % 47 BANCA CREDINVEST SA 6.49 71 24 76of sites that have With its software and database technology for terminology and glossaries, Supertext helps guarantee 48 LGT Bank (Schweiz) AG 6.48 76 28 Rinaldo Dieziger, Founder consistent wording. Whenever possible, it uses the same text professionals for the same clients. Supertext errors will have people 49 M. M. Warburg Bank (Schweiz) AG 6.45 23 -26 and CEO of Supertext AG gives companies a voice. that will not return 50 P&P Private Bank AG 6.43 43 -7 4 5 Leaving a user waiting more than Time to Wait Content Integration 6 seconds seriously ™ damages online Slow pages are a major cause of user dissatisfaction. The Platform – confidence.ww Pauline Crossley table lists sites based on the slowest pages found. +44 1784 604 010 [email protected] Enabling organisations Avg of 10 slowest Slowest Company pages (secs) page (secs) to get more from Bearbull Degroof Banque Privée SA 27.47 49.96 Banque Syz & Co SA 21.74 38.16 Neue Bank AG 12.65 73.82 their content Bank Vontobel AG 12.11 20.88 Graubündner Kantonalbank 11.04 67.34 Petercam Private Bank 10.89 93.03 BANQUE HERITAGE 10.62 29.62 In order to realize the full potential of the web as a Nidwaldner Kantonalbank 10.53 11.71 business channel, organisations need to be able Crédit Agricole (Suisse) SA 8.31 59.74 Banque Audi (Suisse) SA 7.66 32.48 to harness the full power of their content assets Alternative Bank ABS 7.52 15.63 for use online, and to manage web content to Spar + Leihkasse Steffisburg 5.99 41.00 Bank CIC (Schweiz) AG 5.89 8.13 enterprise standards. Société Générale, Succursale de Zurich 5.84 6.80 However, today most organisations’ content, such as documents, images, videos, and more, is Cornèr Banca SA 4.72 7.76 stored in a series of disparate repositories. Enterprises have no real means of tapping into these Merrill Lynch Capital Markets AG 4.64 23.90 valuable assets to make websites richer, provide current and relevant information, and engage their Banque Cantonale Vaudoise 4.62 23.38 audiences online.