You know you have to be on the Internet, but you don't whether your website is helping you make sales.

You're not alone. The consulting firm kasina has just published a new studyThe Role of Websites in Digital Engagement: Online Leaders in Asset Management, which shows that less than on-third of asset managers think their sites are fully capable of influencing an advisor's decision to purchase and recommend their funds.

“There’s no mystery—asset managers know what they need to do to better connect with advisors via their websites,” stated Julia Binder, Director of e-Business Research at kasina. “Leading websites provide differentiated content advisors can’t find on news and industry research sites, are accessible on mobile devices and integrate social sharing tools that make it easy for advisors to recommend their brands and products.”

The paper also ranks the top best asset manager websites, provides details on each as well as insights into how kasina ranked them. The top fund manager websites are as follows:

1. Opfunds
2. Putnam
3. Royce Funds
4. Vanguard
5. Allianz Global Investors
6. J.P. Morgan
7. Fidelity Investments
8. BlackRock
9. Franklin
10. Deutsche Asset & Wealth Management

According to Binder, “Leadership is not dictated by resources or budget. Both OppenheimerFunds and Royce Funds redesigned their sites to offer timely content that integrates  rich media, fund profiles that incorporate technical details in a user-friendly and meaningful way, as well as easy access to full-featured portfolio manager bios."

In the paper, kasina also provides key performance indictors to benchmark one's website again as well as recommendations for getting customer insight and measuring business impact.

More information about the study, as well as directions on how to purchase a copy, can be found at kasina's research reports website. 

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