Professional Documents
Culture Documents
IfIf II am
am aa customer
customer [your
[your prospect,
prospect, e.g.
e.g. home
home buyer]
buyer] why
why should
should II do
do this
this action
action [e.g.
[e.g. complete
complete aa mortgage/refinance
mortgage/refinance online
online application]
application] with
with you
you
[your
[your company
company name]
name] instead
instead of
of any
any of
of their
their competitors?
competitors?
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z
Ba nk 6
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Ba nk 3
Ba nk 2
Ba nk 1
- 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00 20.00
gage/refinance
gage/refinance online
online application]
application] with
with you
you
Next Step
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Submit inquiry
Online application
Submit inquiry
Submit inquiry
Online application
Online application & servicing
Online application
Online application & servicing
Submit inquiry
Submit inquiry
Online application
Online application & servicing
Submit inquiry / possibly service them
Online application
e
obile Strategy
IfIf IIam
amaacustomer
customer [your
[yourprospect,
prospect, e.g.
e.g.home
home buyer]
buyer] why
why should
shouldIIdo
dothis
thisaction
action [e.g.
[e.g. complete
completeaa mortgage/refinance
mortgage/refinance online
online
application]
application] with
with you
you [your
[your company
company name]
name] instead
insteadof
of any
any of
of their
their competitors?
competitors?
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 1 Start the savings Exclusivity 0 Friction start 5 Some articles, useful information and 2 Web - VP 0
Get ahead with $1,000 off your closing costs on a well presented, but not targeted. No
low rate mortgage calculators.
Home center: Home buying. Simple.Competitive Credibility 3 Friction continue 3 Engagement 3 Web - FF 0
Online application
rates. No mortgage insurance on many Clarity 1 Anxiety start 5 App 2
conventional loans. No down payment on some Anxiety finish 5 IOs (4.5 - 56 reviews)
loans. Mortgages up to $2,000,000
Incentive 0 Android (2.0 - 7,251)
Support online application 0
Average 3 Average 2.8 Average 3 Average 0.5
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 7 Lending POV. Exclusivity 0 Friction start 5 None 0 Web - VP 2.33
Because one size doesn't fit all [video adds good
support for credibility]
Credibility 3 Friction continue 1 Engagement 0 Web - FF 2.2
Clarity 4 Anxiety start 3 App 0
Submit inquiry
Anxiety finish 2 IOs 0
Incentive 0 Android 0
Support online application 0
Average 2.333 Average 2.2 Average 0 Average 0.755
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 8 You Could Close Your Loan Exclusivity 4 Friction start 5 Wide breath, content segmented by 5 Web - VP 3
IN 30 DAYS! motivation, plus friendly blog
- Our exclusive online tools like MyQL let you track (personalities), relevant articles and tools
your mortgage process from start to finish, and our (useful), clear definitions
Mortgage Calculator app gives you rates right on
your phone. Credibility 4 Friction continue 5 Engagement 4 Web - FF 2
- We have an A+ rating according to the Better Online application
Business Bureau. Clarity 4 Anxiety start 5 App 4
- We can find your perfect loan, and close it fast. Anxiety finish 1 Ios (4.5 - 171)
Incentive 0 Android (3.0 - 77)
Support online application 5
Average 4 Average 3.2 Average 4.5 Average 3.5
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 9 Guaranteed On Time Closings Exclusivity 3 Friction start 5 Content segmented by motivation 3 Web - VP 0
Work with us on your terms (clear), useful articles and tools but
Simplified Preapproval Services difficult to find, clear definitions
We are with you every step of the way
Credibility 4 Friction continue 1 Engagement 0 Web - FF 0
Clarity 2 Anxiety start 5 App 0 Online application & servicing
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 0
Average 3 Average 2.4 Average 1.5 Average 0
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 10 Compare loan offers in minutes! Exclusivity 3 Friction start 5 Some content segmented by motivation 3 Web - VP 3
- free, no-obligation service (clear), useful articles and tools
- makes the tedious process of finding a loan easier
than ever
Credibility 3 Friction continue 3 Engagement 3 Web - FF 3
Clarity 3 Anxiety start 3 App 0 Submit inquiry
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 3
Average 3 Average 2.4 Average 3 Average 1.5
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 11 Mortgage Options with Competitive Interest Rates Exclusivity 0 Friction start 5 Some content segmented by motivation 3 Web - VP 0
(clear), useful articles and tools
Submit inquiry
Anxiety finish 3 IOs 0
Incentive 0 Android 0
Support online application 0
Average 3.667 Average 3.2 Average 3.5 Average 0.833
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 18 None Exclusivity 0 Friction start 5 Mortgage topics, community, ask a 5 Web - VP 3
question
Credibility 1 Friction continue 5 Engagement 5 Web - FF 5
Clarity 3 Anxiety start 5 App 0
Submit inquiry
Anxiety finish 3 IOs 0
Incentive 0 Android 0
Support online application 0
Average 1.333 Average 3.6 Average 5 Average 1.333
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 19 We're known for our great mortgage rates…but Exclusivity 1 Friction start 2 Home buying guide, rate watch emails, 3 Web - VP 2
there's more! mortgage FAQs.
Credibility 3 Friction continue 1 Engagement 0 Web - FF 3
Clarity 4 Anxiety start 1 App 0
Online application & servicing
Anxiety finish 1 IOs 0
Incentive 0 Android 0
Support online application 0
Average 2.667 Average 1 Average 1.5 Average 0.833
Competitor VP Message Value Score Funnel Fluency Score Content Strategy Score Mobile Strategy Score Next Step
Bank 20 No two houses are the same; neither are their Exclusivity 1 Friction start 1 Basic content about type of loans, FAQs 3 Web - VP 0
mortgages. Find the loan that fits. and calculators. But dificult to go through
1 - No value stated
2 - Some value, but not exclusive
3 - One exclusive
4 - Some exclusive benefits (1-3)
5 - Several (>3), strong exclusive benefits communicated
Credibility: Using third party sources to validate claims (testimonials, awards, etc.) or quantitative data, proven track record, to strengthen
1 - No credibility indicators shown at any steps of the visit (HP, About us, product/service page, lead form/checkout).
2 - Only one credibility indicator at some steps of the visit
3 - One or more credibility indicators at some steps of the visit
4 - One or more credibility indicators at some steps of the visit (recent, recognizable and relevant)
5 - One or more credibility indicators at some steps of the visit (recent, recognizable, relevant and visible/well located with
Clarity: Demonstrating value and credibility in clear and concise manner that effectively communicates to the user. User can digest value c
1 - No clear presentation (i.e. page layout, font/background color, eye path disruption, cluttered page, long copy, poor cop
2 - Little clear presentation
3 - Somewhat clear presentation
4 - Clear presentation
5 - Very clear presentation
Friction Points
How easy is to get started? 1-Very difficult 2-Difficult 3-Eeasy, bu4-Easy, but
How easy is to continue? 1-Very difficult 2-Difficult 3-Eeasy, bu4-Easy, but
Anxeity Points
Do I feel comfortable/secure providing my information? 0-No 5-Yes
Can I relay on the results? 0-No 5-Yes
After I'm done, what is the next step? 0-Not Clear 3-Some information 5-Clear
Incentive Points
Do they provide any unique incentive to get started? 0-No 5-Yes
Content Strategy
Clear, useful, educational information 0-No 3-Some information 5-Yes
Drives engagement? 0-No 3-Some 5-Yes
Mobile Strategy
Website - Is value easy to determine? 0-No 5-Yes
Website - Is the flow fluid? 0-No 5-Yes
Product specific app? 0-No 5-Yes
Apple App Reviews 0-No 5-Yes
Android App Reviews 0-No 5-Yes
Supports desktop completion actions/funcitonality? 0-No 5-Yes
e. Price advantage, simplicity of service, award wining service, etc.
the user. User can digest value content quickly and efficiently.
uttered page, long copy, poor copy flow, poor use of headlines, poor use of sub-headlines, no value added CTAs, not clear objectives, poor use of images
5-Easy
5-Easy
jectives, poor use of images or use of images that don't add value, etc.)
Two Ways to Improve your Competitive