Of the many lessons learned from the financial meltdown, perhaps the greatest is the value of deposits. And with Morgan Stanley and Goldman Sachs jumping into the fray, competition for deposits is only going to get fiercer. Given this reality, it's imperative banks perfect ways to snare consumers when they have the chance - and a great opportunity is when a person dissatisfied with their current bank visits another bank's Web site.
There are two primary factors that push customers to leave their bank, according to Ron Shevlin, analyst with Boston-based consultant Aite Group: fees and interest rates. Shevlin examined FindaBetterBank.com's account opening data from the site's launch in February through June. Of 18,000 site visitors - 4,000 of whom went on to change their account - 50 percent had recently incurred an overdraft fee.