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New Change Sciences Research Shows Brokerages Can Convert More Customers Online by Clarifying Product Choices

IRVINGTON, N.Y.--(BUSINESS WIRE)--June 9, 2004--Change Sciences Group, Inc. has ranked ten of the top brokerage web sites from the perspective of potential new customers. The Q1 2004 report provides detailed data on how well each site meets the needs of prospects, from novices to experienced investors. The research shows that providing clear and concise information about brokerage products is a sure way to acquire new customers from all segments.
Investors looking to start a new account or move their accounts to a new company need a quick snapshot of product details like account features, minimums, commissions and fees, and eligibility. Sites like E*Trade and ShareBuilder that show a side-by-side comparison of their products simplify the customer's decision-making process and move them to purchase. Making customers hunt for this information, as on the TD Waterhouse site, may drive customers away just when they are about to apply.

"It's not features that are attracting and keeping new brokerage customers. It's clarity and simplicity. Of course, making a site clear and simple is always a challenge. Right now the online brokerages are making the process of finding product information and signing up for an account less daunting to new customers. The full-service firms have significant room for improvement when it comes to the way they present their products online," said Steve Ellis, a Change Sciences partner. -0- *T The overall site rankings follow: 1. ShareBuilder 2. Ameritrade 3. Scottrade 4. E*Trade Financial 5. Firstrade 6. TD Waterhouse 7. Charles Schwab 8. Morgan Stanley 9. T. Rowe Price 10. Fidelity *T

For more information on this and other Change Sciences research, please visit: http://www.changesciences.com/research.html

Change Sciences Usability Benchmarking Reports are based on its Typifi(TM) benchmarking process. Typifi allows for the empirical comparison of sites across key usability metrics. Our usability benchmarking reports show site owners how their sites compare with those of competitors, in terms of how a customer would use it, thought-by-thought and keystroke-by-keystroke. Sites that are easy to use attract and retain more customers. These sites also project a positive brand image. Using Typifi, Change Sciences' analysts can identify and document web design best practices, allowing site owners to make changes that matter to the bottom line.

Change Sciences was founded in January 2000 with the idea that companies can optimize key business processes by basing decisions about technological change in how people use technology while they live, work, and play.

Contacts


Change Sciences Group, Inc.
Maureen Roberts, 888-864-1160, ext.203
maureen@changesciences.com
http://www.changesciences.com

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