Borrowers who applied online for home loans were more likely to have used search and product select tools than those who didn't apply, a June 7 study suggests -- and very few online mortgage sites are successful at getting visitors to apply online. Nearly one in five online mortgage applicants used search, compared with only 7 percent of those who visited online mortgage-related sites but did not apply, according to "Online Mortgage Shoppers' Paths To Purchase: Navigational And Survey Data Uncovers How Prospects Use Sites," a study by Compete and Forrester Research. The study observed navigational behavior from Compete's panel of more than 2 million consumers between June and November 2005 and studying consumer activities at 12 of the largest firms, including traditional firms like Bank ...
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