Yorkshire Building Society has replaced its web-business
management software to better track the effectiveness of its online
marketing campaigns and website user experience.
As well as offering additional functionality to monitor user
experiences, Yorkshire Building Society said the OV Prophet system
let it monitor back-end systems for bottlenecks and problems.
Nigel York, e-commerce manager at Yorkshire Building Society,
said the benefits of the system were already measurable, following
an extended trial hosted remotely by Speed-trap. He said the
software gave a complete picture of campaign traffic and site
traffic which meant the building society could track individuals
from campaign through to fulfilment.
The information collected had already helped the building
society increase site visits and online applications, said
York.
OV Prophet was used to monitor a campaign in September. "It
revealed that too many people were going to the advertising landing
page and then leaving the site. Prophet highlighted that people
were struggling with the initial landing page. As a result, the
page was redesigned and the number of people clicking through
increased by 66%," said York.
OV Prophet lets the building society look at its online
application processes in a more detailed way. When users drop out
of the process, the software identifies which page and field was
reached, letting the society review the effectiveness of the
process in more a targeted way.
The software also generates "clickmaps" which show where users
have clicked on website pages. York said this was a useful tool for
measuring the effectiveness of a web page's design and the ease of
site navigation.
Periodic usability studies had performed this function in the
past, but the software enabled the building society to respond and
make improvements to the site more quickly, said York.