Credit Card Application Study – 2011

CardHub-2011-Credit-Card-Application-StudyHow up front are the applications on your credit card company’s website? That is what Card Hub set out to discover in the 2011 Credit Card Application Study. We examined the online credit card applications of the top 10 issuers to determine how easily discernable key components – including APRs, fees, and rewards programs – were without reading the fine print.

While it is highly recommended that all consumers read the fine print before applying for a credit card, the reality is that most people do not. Since all credit card issuers know this, it is up to them to determine how up front they want to be with their customers.

Below is a summary table of the results:

Click on the name of the issuer to navigate to its individual analysis.

Issuer Rank 2011
Rank 2010
Average Score 2011
Average Score 2010
Capital One 1 1 98.6% 96.4%
Bank of America 2 2 97.9% 95.0%
Chase 3 7 91.8% 81.4%
U.S. Bank 4 10 91.4% 59.3%
Wells Fargo 5 3 87.1% 87.9%
HSBC/Orchard Bank 6 4 86.0% 86.0%
USAA 7 9 85.0% 77.5%
American Express 7 8 85.0% 78.3%
Discover 9 5 82.5% 82.5%
Citi 10 6 82.1% 82.1%

Key Findings:

  • In 2011, the majority of issuers improved their absolute scores relative to 2010.
  • The biggest improvement by a large margin was U.S. Bank, increasing its score by 32.1 percentage points, from a score of 59.3 percent in 2010 to a score of 91.4 percent in 2011.
  • The only issuer that had a decrease in its absolute score relative to its absolute score in 2010 was Wells Fargo, with a very small drop of 0.8 percent.
  • In relative ranking, Discover and Citi fell the most, each dropping 4 positions from their rank in 2010. U.S. Bank had the biggest improvement in relative rank, improving by 6 positions.
  • Discover and Citi were the worst two performing issuers, with very close scores of 82.5 percent and 82.1 percent, respectively.
  • Overall, the disparity between the highest and the lowest score is much less in 2011 than it was in the 2010 study.
  • Although the study found increased transparency overall, the areas in which the most ambiguity still remain are the same as last year: Information related to rewards redemption and information on the balance transfer fee continue to be the areas with the most deficiencies across the board.
  • As last year, the study found that ambiguous language and phrases such as ‘up to’ and ‘as low as’ still exist in credit card applications, although this has diminished considerably.
  • Most applications were very clear about the annual fee, how to earn rewards, and information on the purchase APR.

Methodology:

We visited the online applications of the top 10 issuers, based on outstanding balances, and evaluated how clear key information was based on the ease with which we could locate it. The issuers were assigned points for each card based on how visible this information was within the page, whether we had to click to a new page to find pricing information, and whether we had to read the fine print to find these key components.

We isolated a few key components of a credit card agreement that people should definitely be aware of before applying for a credit card. The components included clarity on the introductory and regular APRs for purchases and balance transfers, clarity on the balance transfer fee and annual fee, clarity on how a customer earns rewards, and clarity on how valuable their points and miles are for rewards credit cards. Ideally, an applicant should not be able to start filling out an application without seeing this information.

When available, we evaluated two rewards credit cards and two non-rewards credit cards for every issuer – where applicable we also used the same cards that were used in the Summer 2010 Credit Card Application Study for consistency purposes.

The cards received points on a scale of 1 through 10 based on their clarity in the categories below. A score of 10 means the following in each category:

  • Clarity on Rewards: The application clearly defined, without reading the fine print, how to earn rewards and how much the rewards were worth to the customer (e.g. Are 10,000 miles worth a trip to New York or a trip to Greece?).
  • Clarity on Annual Fee: The annual fee is clearly displayed without having to go to the pricing disclosures for the credit card.
  • Clarity on How Much it Costs to Carry a Balance for New Purchases: The introductory and regular APR for new purchases made on a credit card were clearly displayed without having to go to the pricing disclosures, read the fine print, or click out of the landing page.
  • Clarity on How Much it Costs to Make a Balance Transfer: The introductory and regular APR for a balance transfer, as well as the balance transfer fee, were clearly displayed without having to go to the pricing disclosures, read the fine print, or click out of the application page.

Below is a break down of the points assigned to each card by issuer. If a category is not mentioned, it is because that card received a 10 out of 10 points in that category and matches the description above. Rewards credit cards received a score out of 40, and non-rewards credit cards received a score out of 30 (as they cannot be evaluated in the rewards category).

The study also considered the information found on pages leading up to the landing page for individual credit cards. In most cases, an applicant will go through another page (typically the issuer’s homepage for credit cards where all of their credit cards are listed) in order to get to the specific landing page of a credit card, so any information found on this page was considered, as it is highly likely that an applicant will see this information before they apply. If there is not a link to an issuer’s credit card homepage, it is because that information did not differ from the landing pages of the individual credit cards.

Detailed Findings:

Capital One
Total Score: 138/140 – 98.6%
Number of Cards Evaluated: 4

  • No Hassle Cash Rewards Credit Card (landing page) – Points Earned: 40/40
  • Orbitz® Visa® Platinum Credit Card (landing page) – Points Earned: 38/40
    • Deficiency on Rewards: 8/10 – It is clear on the landing page of the application that the card allows the cardholder to earn 3 points per dollar on all eligible Orbitz.com bookings and 1 point per dollar on all other purchases. However, in order to determine the value of these points, the applicant has to click out of the main page to the “Rewards” tab. On this tab the information on the value of the points is very prominent, as is the “Rewards” tab itself on the main details page of this application, which is why Capital One was only deducted 2 points in this category.
  • Capital One® Classic Platinum Credit Card (landing page) – Points Earned: 30/30
  • Capital One® Platinum Prestige Credit Card (landing page) – Points Earned: 30/30

Bank of America
Total Score: 137/140 – 97.9%
Number of Cards Evaluated: 4

  • BankAmericard Cash Rewards Card (landing page) – Points Earned: 40/40
  • BankAmericard®  Power Rewards®  Visa Signature®  Card (landing page) – Points Earned: 37/40
    • Deficiency on Rewards: 7/10 – It is clear from the landing page of this credit card application how to earn rewards using this credit card. However, in order to determine what the points are worth, you have to click open the Terms and Conditions or go to the rewards website. This offer does include a link to the rewards page, however, it takes at least 3 clicks to get to the information on how much the points are worth.
  • Bank Americard Basic™ Visa® Card (landing page) – Points Earned: 30/30
  • Bank of America® Student Platinum Plus® Visa® Credit Card (landing page) – Points Earned: 30/30

Chase
Total Score: 101/110 – 91.8%
Number of Cards Evaluated: 3

Chase credit card homepage – this is included because the information on the homepage was considered in the evaluation.

  • Chase Freedom Card (landing page) – Points Earned: 40/40
  • Chase Sapphire (landing page) – Points Earned: 31/40
    • Deficiency on How Much it Costs to Carry a Balance for New Purchases: 7/10 – The information on the purchase APRs can only be found by either looking at the bottom of the application page or by clicking the ‘Pricing and Terms’ link on Chase’s homepage for credit cards. However, the link to the ‘Pricing and Terms’ page is very prominent on the homepage before the applicant comes to the application and the ‘Pricing Information’ is displayed in large font on the application page itself. The purchase APR is at the top of the ‘Pricing Information’, so there is no need to scroll through to find it. In addition, the purchase APR is information that a typical applicant will be much more likely to know to look for, in comparison to the balance transfer fee.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 4/10 - Both the balance transfer APR and balance transfer fee information can only be found by either clicking the ‘Pricing and Terms’ link on Chase’s homepage for credit cards, or by looking at the ‘Pricing Information’ at the bottom of the actual application page. While the balance transfer APR is at the top of the ‘Pricing Information’, you cannot see the balance transfer fee while looking at the application page unless you scroll a ways down in the ‘Pricing Information’ box. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs). It is also buried much lower than the APRs on the ‘Pricing and Terms’ page. However, the link to the ‘Pricing and Terms’ page is very prominent on the homepage before the applicant comes to the application and the ‘Pricing Information’ is displayed in large font on the application page itself, so Chase was not penalized as harshly as it would have been otherwise.
  • Chase Slate (landing page) – Points Earned: 30/30

U.S. Bank
Total Score: 128/140 – 91.4%
Number of Cards Evaluated: 4

U.S. Bank credit card homepage – this is included because the information on the homepage was considered in the evaluation.

  • FlexPerks® Cash Rewards Visa® Card (landing page) – Points Earned: 37/40
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – Both the introductory and regular balance transfer APR are very clear from the U.S. Bank homepage for credit cards and the landing page for this specific credit card. However, the applicant cannot find the balance transfer fee unless they click ‘View Terms and Conditions’ or on the actual application page. However, the application will not let the applicant continue to the next page until they have expanded the ‘Terms and Conditions’ and verified that they have read them, ensuring that every applicant at least clicks them open.
  • FlexPerks® Travel Rewards Visa Signature® Card (landing page) – Points Earned: 37/40
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – Both the introductory and regular balance transfer APR are very clear from the U.S. Bank homepage for credit cards and the landing page for this specific credit card. However, the applicant cannot find the balance transfer fee unless they click ‘View Terms and Conditions’ or on the actual application page. However, the application will not let the applicant continue to the next page until they have expanded the ‘Terms and Conditions’ and verified that they have read them, ensuring that every applicant at least clicks them open.
  • U.S. Bank Visa Platinum Credit Card(landing page) – Points Earned: 27/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – Both the introductory and regular balance transfer APR are very clear from the U.S. Bank homepage for credit cards and the landing page for this specific credit card. However, the applicant cannot find the balance transfer fee unless they click ‘View Terms and Conditions’ or on the actual application page. However, the application will not let the applicant continue to the next page until they have expanded the ‘Terms and Conditions’ and verified that they have read them, ensuring that every applicant at least clicks them open.
  • U.S. Bank Young Adult Visa® Credit Card (landing page) – Points Earned: 27/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – Both the introductory and regular balance transfer APR are very clear from the U.S. Bank homepage for credit cards and the landing page for this specific credit card. However, the applicant cannot find the balance transfer fee unless they click ‘View Terms and Conditions’ or on the actual application page. However, the application will not let the applicant continue to the next page until they have expanded the ‘Terms and Conditions’ and verified that they have read them, ensuring that every applicant at least clicks them open.

Wells Fargo
Total Score: 122/140 – 87.1%
Number of Cards Evaluated: 4

Wells Fargo credit card homepage – this is included because the information on the homepage was considered in the evaluation.

  • Wells Fargo Cash Back  Card  (landing page) – Points Earned: 37/40
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – The balance transfer fee is on Wells Fargo’s homepage for credit cards, but it is within a text heavy paragraph in the bottom right hand corner in a paragraph with the heading “About Our Introductory Rates”. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs), and the way it is displayed here makes it easy to miss. The balance transfer fee is also on the bottom of the actual application page in Terms and Conditions, but again, unless the applicant knows to look for it, it is likely that they would miss it.
  • Wells Fargo Rewards® Card (landing page) – Points Earned: 34/40
    • Deficiency on Rewards: 7/10 – It is clear from the landing page of this credit card application how to earn rewards using this credit card. However, in order to determine what the points are worth, you have to go to the rewards website. This offer does include a link to the rewards page, however, it takes at least 3 clicks to get to the information on how much the points are worth.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – The balance transfer fee is on Wells Fargo’s homepage for credit cards, but it is within a text heavy paragraph in the bottom right hand corner in a paragraph with the heading “About Our Introductory Rates”. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs), and the way it is displayed here makes it easy to miss. The balance transfer fee is also on the bottom of the actual application page in Terms and Conditions, but again, unless the applicant knows to look for it, it is likely that they would miss it.
  • Wells Fargo® Platinum Card (landing page) – Points Earned: 27/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – The balance transfer fee is on Wells Fargo’s homepage for credit cards, but it is within a text heavy paragraph in the bottom right hand corner in a paragraph with the heading “About Our Introductory Rates”. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs), and the way it is displayed here makes it easy to miss. The balance transfer fee is also on the bottom of the actual application page in Terms and Conditions, but again, unless the applicant knows to look for it, it is likely that they would miss it.
  • Wells Fargo®  College Card (landing page) – Points Earned: 24/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 4/10 – The balance transfer fee is on Wells Fargo’s homepage for credit cards, but it is within a text heavy paragraph in the bottom right hand corner in a paragraph with the heading “About Our Introductory Rates”. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs), and the way it is displayed here makes it easy to miss. The balance transfer fee is also on the bottom of the actual application page in Terms and Conditions, but again, unless the applicant knows to look for it, it is likely that they would miss it. In addition to problems with the balance transfer fee, the applicant must click out of the application and read the ‘Full Terms and Conditions of this account’ or look for it at the bottom of the application page in the “Terms and Conditions” in order to find the balance transfer APR.

HSBC/Orchard Bank
Total Score: 86/100 – 86.0%
Number of Cards Evaluated: 3

Orchard Bank credit card homepage – this is included because the information on the homepage was considered in the evaluation.

  • Orchard Bank Online ecosmart Cards (landing page) – Points Earned: 31/40
    • Deficiency on Rewards: 5/10 – It is clear on the landing page that the applicant would earn 2 points for every $1 in net card purchases, but it is not clear how much the points are worth. This information was not found even after reading the ‘Terms and Conditions’ link.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – The balance transfer APR is clear, but the balance transfer fee, although on the landing page, is buried within a few paragraphs of dense text and easy to miss. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).
  • Orchard Bank Classic Cards (landing page) – Points Earned: 26/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – The balance transfer APR is clear, but the balance transfer fee, although on the landing page, is buried within a few paragraphs of dense text and easy to miss. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).
  • Orchard Bank Visa Cards (landing page) – Points Earned: 26/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 – The balance transfer APR is clear, but the balance transfer fee, although on the landing page, is buried within a few paragraphs of dense text and easy to miss. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).

USAA
Total Score: 68/80 - 85.0%
Number of Cards Evaluated: 2

  • USAA American Express® Cards (landing page) – Points Earned: 34/40
    • Deficiency on How Much it Costs to Carry a Balance for New Purchases: 7/10 – The information on the landing page says that the purchase APR is ‘as low as’ 8.9%. This is vague language and the applicant has to click the link to ‘View Rates, Fees and Other Cost Information‘ to read the pricing disclosure and get the maximum rate. However, the pricing information link is very prominent on the application page, at the top right under the ‘Apply Now’ button.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 - The information on the landing page does mention the balance transfer APR, but says it is ‘as low as’ 8.9%. This is vague language and the applicant has to click the link to ‘View Rates, Fees and Other Cost Information‘ to read the pricing disclosure and get the maximum rate. The applicant also has to click the link to ‘View Rates, Fees and Other Cost Information‘ to get information on the balance transfer fee. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs). However, the pricing information link is very prominent on the application page, at the top right under the ‘Apply Now’ button. In addition, this pricing disclosure is much less overwhelming than other issuers’ disclosures largely because there are no terms to wade through about the Penalty APR. This makes the balance transfer fee much more visible than usual.
  • USAA World MasterCard® Credit Card (landing page) – Points Earned: 34/40
    • Deficiency on How Much it Costs to Carry a Balance for New Purchases: 7/10 – The information on the landing page says that the purchase APR is ‘as low as’ 8.9%. This is vague language and the applicant has to click the link to ‘View Rates, Fees and Other Cost Information‘ to read the pricing disclosure and get the maximum rate. However, the pricing information link is very prominent on the application page, at the top right under the ‘Apply Now’ button.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 7/10 - The information on the landing page does mention the balance transfer APR, but says it is ‘as low as’ 8.9%. This is vague language and the applicant has to click the link to ‘View Rates, Fees and Other Cost Information‘ to read the pricing disclosure and get the maximum rate. The applicant also has to click the link to ‘View Rates, Fees and Other Cost Information‘ to get information on the balance transfer fee. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs). However, the pricing information link is very prominent on the application page, at the top right under the ‘Apply Now’ button. In addition, this pricing disclosure is much less overwhelming than other issuers’ disclosures largely because there are no terms to wade through about the Penalty APR. This makes the balance transfer fee much more visible than usual.

American Express
Total Score: 102/120 – 85.0%
Number of Cards Evaluated: 3

  • Blue Cash Everyday from American Express (landing page) – Points Earned: 34/40
    • Deficiency on How Much it Costs to Make a Balance Transfer: 4/10 - Both the balance transfer APR and the balance transfer fee are at the bottom of the actual application page within the ‘Pricing Information’ box. While the balance transfer APR is at the top of the ‘Pricing Information’ box, you cannot see the balance transfer fee while looking at the application page unless you scroll a ways down in the ‘Pricing Information’ box. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).
  • Platinum Delta Sky Miles (landing page) – Points Earned: 34/40
    • Deficiency on How Much it Costs to Make a Balance Transfer: 4/10 - Both the balance transfer APR and the balance transfer fee are at the bottom of the actual application page within the ‘Pricing Information’ box. While the balance transfer APR is at the top of the ‘Pricing Information’ box, you cannot see the balance transfer fee while looking at the application page unless you scroll a ways down in the ‘Pricing Information’ box. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).
  • Clear from American Express (landing page) – Points Earned: 34/40
    • Deficiency on How Much it Costs to Make a Balance Transfer: 4/10 - Both the balance transfer APR and the balance transfer fee are at the bottom of the actual application page within the ‘Pricing Information’ box. While the balance transfer APR is at the top of the ‘Pricing Information’ box, you cannot see the balance transfer fee while looking at the application page unless you scroll a ways down in the ‘Pricing Information’ box. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).

Discover
Total Score: 99/120 – 82.5%
Number of Cards Evaluated: 3

  • Discover More Card (landing page) – Points Earned: 33/40
    • Deficiency on Rewards: 7/10 – The information on the landing page says that the applicant will receive ‘up to’ 1% cash back on other, non-bonus category purchases. The language is vague, and therefore the applicant has to read the fine print to find out exactly how much cash they will get back for their purchases.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 6/10 – The applicant has to click on the ‘See terms and conditions’ link in order to find the balance transfer fee, or see it at the bottom of the actual application page in the terms and conditions box. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs). It is also buried much lower than the APRs on the terms and conditions page.
  • Miles by Discover (landing page) – Points Earned: 33/40
    • Deficiency on Rewards: 7/10 – It is clear from the landing page of this credit card application how to earn miles using this credit card. However, in order to determine what the miles are worth, you have to click on the “See the rewards tour” link. Although this offer does include a link to the rewards page, it takes at least 3 clicks to get to the information on how much the miles are worth.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 6/10 – The applicant has to click on the ‘See terms and conditions’ link in order to find the balance transfer fee, or see it at the bottom of the actual application page in the terms and conditions box. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs). It is also buried much lower than the APRs on the terms and conditions page.
  • Discover Motiva Card (landing page) – Points Earned: 33/40
    • Deficiency on Rewards: 7/10 – The information on the landing page says that the applicant will receive ‘up to’ 1% cash back on other, non-bonus category purchases. The language is vague, and therefore the applicant has to read the fine print to find out exactly how much cash they will get back for their purchases.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 6/10 – The applicant has to click on the ‘See terms and conditions’ link in order to find the balance transfer fee, or see it at the bottom of the actual application page in the terms and conditions box. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs). It is also buried much lower than the APRs on the terms and conditions page.

Citi
Total Score: 115/140 – 82.1%
Number of Cards Evaluated: 4

  • Citi Forward (landing page) – Points Earned: 30/40
    • Deficiency on Rewards: 5/10 – The information on the landing page clearly says that the applicant can earn 5 ThankYou points for every dollar spent on restaurants and entertainment and 1 point for every dollar spent on other purchases. However, it does not state how much the points are worth. Even when the applicant navigates away from the page to read the ‘Terms and Conditions’ page this information cannot be found.
    • Deficiency on How Much it Costs to Make a Balance Transfer: 5/10 - The balance transfer APRs are clearly stated, however, the balance transfer fee can only be found by navigating away from the page and reading the ‘Terms and Conditions’. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).
  • Citi Dividend World MasterCard (landing page) – Points Earned: 35/40
    • Deficiency on How Much it Costs to Make a Balance Transfer: 5/10 - The balance transfer APRs are clearly stated, however, the balance transfer fee can only be found by navigating away from the page and reading the ‘Terms and Conditions’. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).
  • Citi Diamond Preferred Card (landing page) – Points Earned: 25/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 5/10 - The balance transfer APRs are clearly stated, however, the balance transfer fee can only be found by navigating away from the page and reading the ‘Terms and Conditions’. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).
  • Citi Platinum Select MasterCard (landing page) – Points Earned: 25/30
    • Deficiency on How Much it Costs to Make a Balance Transfer: 5/10 -The balance transfer APRs are clearly stated, however, the balance transfer fee can only be found by navigating away from the page and reading the ‘Terms and Conditions’. It is particularly important that the balance transfer fee is clearly displayed because it is much less likely that an applicant will know to look for it (as opposed to knowing to look for the APRs).

For questions or more information regarding this study, please contact our media department.

Please find the study from the previous year here: Credit Card Application Study – Summer 2010

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