Increase conversion rates for online customers

Background

Our client is a large French international banking group, based in Belgium with more than 1,000 branches and 17,000 employees. Their 3.6+ million customers include individuals, families, expats, and entrepreneurs.

Technology partners

SAS

Challenge

Our client wanted to increase online conversion rates to improve efficacy of sales and marketing initiatives and targeted campaigns. The overall challenge was to improve customer experience, generate qualitative leads for different product groups and departments, and ultimately increase the conversion rate of online customers.

Approach

- Understand and identify relevant data sources that provide insights into how to capture online behavior and understand the customer journey. - Use descriptive and predictive analytics to personalize the corporate website in order to deliver the right message at the right time in the right format. - Implement a framework for operational and repeatable deployment.

Key results

01
Data availability and linking web traffic to individual "named" customers
02
Collaboration between data scientists and marketing experts
03
Accurate customer journey insights

Benefits

Our client was able to significantly increase revenue by improving customer conversion rates. This increase was mainly realized by offering personalized content on the website, based on a factual view of customer behavior.

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