UK Government Bank Invests in WebTrends to Promote Broader Product Portfolio

C A SE STUDY 851 SW 6th Ave., Suite 1600 UK Government Bank Invests in WebTrends to Promote Portland, OR 97 204 1.503.294.7025 fax: 1.503.294.7 1 30 WebTrends Sales 1.888.932.87 36 Broader Product Portfolio sales@WebTrends.com WebTrends Analytics provides NS&I insight on how Europe, Middle East, Africa customers interact with its web site and discover + 44 (0) 1784 415 700 newer product of ferings emea@WebTrends.com At a Glance Results: For offices worldwide, visit: www.webtrends.com • Uncovered unique site behaviors between new and returning customers • Pinpointed customer drop-off points and pages that require optimization • Identified 15 distinct stages in customer purchasing process • Pinpointed search terms used by customers to identify products, and added these terms to its web site Overview National Savings and Investments (NS&I) has been a constant in the UK financial services marketplace since 1861. Best known for the premium bonds it began of fering more than 50 years ago, NS&I has remained competitive by adding nearly a dozen additional financial products. Customers can invest in NS&I’s entire portfolio of financial products on its web site or at of fline locations. NS&I chose WebTrends Analytics over other analytics packages because it of fered the best balance of initial and ongoing costs and in-depth “WebTrends software analysis, along with easy implementation and use. is crucial in identifying changes in user behaviour Challenge following web design NS&I wanted to increase investments in its less-established products alterations.” without reducing customer interest in its premium bonds. The names of these products, however, are similar to those of competitors’ products, Mark Joslin, Internet which has made it difficult to drive online traffic to the dedicated pages for channel manager, NS&I each on NS&I’s web site. To overcome these challenges, NS&I needed timely, detailed insight into how visitors were interacting with its web site and its products online – something that its previous web analytics system couldn’t deliver. “We had limited visibility into who was using the web site, how they were using it and when,” said Mark Joslin, Internet channel manager at NS&I. “We knew there was a better solution out there to meet our needs.” Solution Deployed as part of a web site re-launch, the WebTrends solution provided NS&I insight into how accessible the new site was, as well as the search terms that customers were using to find the site and different products. “We then ensured these terms were incorporated into our site content so that customers could find exactly what they were looking for quickly and easily.” WebTrends technical consultants helped NS&I create templates to outline user journeys on the web site – from the “Invest Now” page for each product through to completion of the purchase. These templates have helped NS&I uncover 15 stages to its customers’ purchasing process, which Joslin now monitors to uncover drop-off points and pages that require optimization. “This has allowed us to redesign accordingly to streamline the customer experience and offer appropriate assistance,” he said. WebTrends Analytics has also exposed differences among its customers that NS&I hadn’t anticipated. “The journey a new customer takes differs entirely from that of existing customers,” Joslin said. “They enter the site at different stages, which meant we had to look at optimizing a variety of pages, not just the home page or ‘Invest Now’ page. WebTrends software is crucial in identifying changes in user behavior following web design alterations.” Results By tracking every step of the visit, NS&I now can determine the proportion of online visitors who are return customers, what they invested in and how much they invested. Joslin can confidently report back to the board of directors on the success of each of its products, both in terms of conversions and overall investment value. During the current period of instability in the financial markets, WebTrends Analytics has also helped NS&I maintain search engine optimization. This helps not only increase online traffic to NS&I products, it reduces customer use of costlier traditional channels, such as phone support and offline branches. NS&I plans to extend the insight it has gained from WebTrends Analytics beyond its web site. “Once the market has stabilized,” Joslin says, “the online reports are going to help us pinpoint the best time to send out newsletters, e-shots and other offline marketing.” About WebTrends Since 1993, WebTrends has provided the market with web analytics solutions that help marketers measure and improve web sites and online marketing. Today, WebTrends Marketing Lab delivers comprehensive analytics, dynamic advertising optimization and deep visitor intelligence to drive customer engagement and power targeted marketing. Thousands of leading global organizations have chosen WebTrends solutions and proven client services expertise to optimize their marketing initiatives, including General Mills, IKEA, Microsoft, Reuters and Ticketmaster. For more information, visit www.webtrends.com. WebTrends Marketing Lab™, WebTrends Analytics™, WebTrends Score™, WebTrends Visitor Intelligence™, WebTrends Marketing Warehouse™, WebPosition®, WebTrends Ad Director™, WebTrends® and the WebTrends logo™ are trademarks or registered trademarks of WebTrends Inc. or its subsidiaries in the United States and other jurisdictions. All other company and product names may be trademarks or registered trademarks of their respective companies. 2 © 1996-2008 WebTrends Inc. All rights reserved.