Retirement and investment sites make it difficult for ordinary people to get started with retirement investing according to new Change Sciences research

NEW YORK, Aug. 21, 2013 /PRNewswire-iReach/ -- Today leading web researchers Change Sciences Group ( released new research ranking 8 retirement and investment web sites for usability, engagement and conversion. The research shows that retirement and investing sites perform poorly for engagement and usability compared to top sites on the web and other financial services sites.


Landing in the number one and two spots for retirement and investing sites, E*Trade and Vanguard were 20% more trusted, 17% more engaging, and 15% easier to use than the worst performing sites (Ameriprise and T.Rowe Price) by making it easier to find basic information about retirement accounts. Compared to the top sites on the web, however, the top retirement sites still had 30% fewer successful task completions. Additionally, the entire data set of retirement and investment sites are collectively 17% less engaging than the internet's best overall web sites across all verticals. "The way retirement and investing companies engage with retail investors online is broken. People are telling us they want simplicity and clarity. But instead what they are getting is a barrage of articles that they don't have time to read, and descriptions of features they will never use," explains Pamela Pavliscak, a Change Sciences founder.

To learn more about the research, visit to download a free report. The user experience of the following sites is covered in the free report: Ameriprise, Charles Schwab & Co., E*Trade, Fidelity, Merrill Edge, TD Ameritrade, T. Rowe Price, and Vanguard.

The research is based on Change Sciences' Experience Cloud platform, which compares how people experience sites with competitors and with the best sites on the web. The Experience Cloud platform makes it possible to identify patterns that engender trust and compel people to act. Without the Experience Cloud decision-makers are often limited to their own internal data about how people experience their web sites, which will not reveal whether a competitor's site is easier to use or more engaging, and, perhaps most importantly, will not say why. The Experience Cloud measures web sites more accurately than traditional surveys since it captures what people do while using sites, not just what they say.

About Change Sciences

Change Sciences is a group of qualitative researchers, data scientists, and programmers dedicated to helping organizations improve usability, engagement, and conversion. It counts 18 Fortune 100 companies as clients and has completed more than 700 projects in the last five years for clients in financial services, healthcare, entertainment, travel, government, and e-commerce, and e-learning.

Media Contact: Kelly Nolan, Change Sciences, 888-864-1160 ext 730,

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SOURCE Change Sciences



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