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Business Wire - E-Loan's Home Equity Site is Easiest Overall; New Research from Change Sciences Group, Inc., Provides Online Home Equity Customer Experience Benchmarks

IRVINGTON, N.Y. -- In 2004, customers chose to cash-in on their home equity, a trend that is continuing into 2005 as customers spend more on home improvement. New research released by Change Sciences Group, Inc. today identifies several areas where companies can improve support for the goals of online home equity customers:

--Almost 2/3 can make it easier to find the home equity section of their site.

--1/2 can make it easier to explain the differences between home equity loans and lines of credit.

--Almost 2/3 can make it easier for customers to compare home equity types.

--2/3 can make it easier to find the checklist of documents needed to fill out an application.

--2/3 can make it easier to find the application for home equity products.

The new research, Online Home Equity Customer Acquisition, Customer Experience Benchmarks and Best Practices, Q4 2004 offers in-depth comparative analysis of the online home equity experience provided by 15 leading lending web sites.

"Acquiring home equity customers online is not just about short and painless applications," said Steve Ellis, a Change Sciences partner. "It is about making it easy for the customer to make an intelligent product selection."

The research documents the ways in which lenders can improve, based on the performance of 15 leading home equity sites, ranked from the top performer to the lowest.

1. E-Loan
2. E*Trade
3. Wells Fargo
4. National City
5. Capital One
6. DeepGreen
7. Fifth Third
8. HSBC USA
9. Bank of America
10. Countrywide
11. US Bank
12. Discover
13. Washington Mutual
14. Citibank
15. First Franklin

For information on the research visit:

http://www.changesciences.com/d/getpub?id=012.12.01

Change Sciences Customer Experience Benchmarking Research is based on the Typifi(tm) benchmarking process. Typifi allows for the empirical comparison of sites based on how typical customers use them, thought-by-thought and keystroke-by-keystroke. Change Sciences was founded in January 2000 to help companies optimize business processes by basing technology decisions on how people use technology while they live, work, and play.