Agata, Business Ahead director, managed the conversion rate optimisation programme for this popular UK provider of loans and insurance policies. It was one of the defining experiences that propelled her to build Business Ahead and help more businesses benefit from data-driven growth.
The finance and insurance services were part of tens of different products and services available on the website - and with large amounts of traffic, there were plenty of opportunities for a complex A/B testing programme.
Agata looked after several products, including mortgages, personal loans, travel insurance, gadget insurance and more. Each product had a landing page and there were often pages with supporting info too. The products combined an ecommerce experience with multi-step application forms, adding to the intricacy of the job at hand.
The key challenges included:
Extensive research was the key first step in finding opportunities. Sources of data included:
By combining the information, Agata was able to analyse existing user journeys and spot where and how experiences could be improved.
Experimentation hypotheses included:
Ideas were managed using Agata's own prioritisation framework, to surface the best opportunities at any given time.
Around 4-5 tests were worked on each month, building into iterative growth that ended up creating £3M extra profit.
Did this client’s challenges resonate with you? It’s time to get your data sorted too.
Discover how far you are from an optimisation‑ready configuration.
Get in touch with a web analyst by filing out the form below. We offer free consultations if you’d like to know how we could solve your biggest data challenges.
Business Ahead support marketing and optimisation teams with their website tracking and reporting needs – so that when you start your optimisation programme, you can achieve even better results.
We help clients build the foundations for better website optimisation and traffic increase. We use website analytics to access and visualise data and discover new ways to improve website experiences.
Our team of analysts are versed in Google Analytics, Google Analytics 360, Google Tag Manager and Google Data Studio.
Based in Manchester, UK, we work with businesses all over the world. We are flexible and can act as consultants only or partners that can support your digital strategy implementation.
Start your website optimisation journey with a Google Analytics Health Check.
© 2020 All Rights Reserved