Monitoring tool helps Yorkshire get more clicks

Yorkshire Building Society has replaced its web-business management software to better track the effectiveness of its online marketing campaigns and website user experience.

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.

 

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