I visited the Bank of America (BofA) website. As we all know BofA is a very large financial institution, and their website reflects that.
The first noticeable things are the visually recognizable icons/logos and color combinations, they are well placed. The menu tabs are arranged accordingly – placed strategically. You see, this is a company that knows and understands its customers. As a result every element of the site are preconceived, every action of visitors and account holders are predictable, thus making the entire website a dynamic website.
In my opinion, BofA site serves many purposes, among them are: to maintain existing customers; which involves servicing or monitoring everyday account activities, like checking and saving accounts, online payments and inquiries; another things this website masterfully accomplished is the cross-selling of products and services to existing customers, and soliciting prospective customers, to purchase products like investment products and services, loans, real estates among others.
BofA targets the general public, as clearly suggested by the website. From students, military, ordinary individuals, businesses – large and small, and institutional banking. This is clearly manifested in the way the site showcased the bank’s subsidiaries as well.
Although most of BofA’s clients visit the website to execute just regular transactions, however, the website has links that are redirected to external pages to serve purposes that required less online security than the main BofA website, but in a seamless fashion.
I am convinced, that because this site is a dynamic website, some of the forms and surveys being filled by visitors, are used by the bank to further understand its customers’ current financial habits and to predict future habits to benefit and protect the bank. Overall, this is a well designed website that achieved the expectations for which it was build.