2. Creating a Culture of
Optimization
Hugh Kimber, UK Sales Director
&
Dan Rainford, eCommerce Optimisation, Lloyds Banking Group
3. Introductions
Webtrends Lloyds Banking Group
Sales Director, UK & Optimize EMEA General Insurance, eCommerce
Hugh Kimber Dan Rainford
12 years at the company 12 years at the company
Financial Services Sector Working in three divisions of the Bank:
Optimize EMEA IT
Retail (online banking, eCommerce)
General Insurance (eCommerce )
13. Who are we… and what do we do?
Lloyds Banking Group (LBG) is the UK's largest retail bank providing a wide range of banking and financial services,
primarily in the UK, to personal and corporate customers
Our main business activities are retail, commercial and corporate banking, general insurance, and life, pensions and
investment provision
LBG is quoted on both the London Stock Exchange and the New York Stock Exchange and is one of the largest companies
within the FTSE 100
We have more than 25 million customers, employ c115k colleagues and have some of the UK’s best known financial
brands, including Lloyds, Halifax and Bank of Scotland
Our leading brand in England Our challenger brand in England Our leading brand in Scotland
14. History…. of the bank
1837 - Queen 1876 - Alexander
Graham Bell patents the 1996 – Dolly the
Victoria comes to
telephone sheep is cloned
the throne
1776 - American 1859 - Darwin’s origin of 1969 - First Man
Declaration of the Species is published on the moon
Independence
1765 1810 1865 1995 2009
Foundation: Foundation Expansion: Further growth: Acquisition:
Taylors & Lloyds Trustee Savings Bank Lloyds Banking Lloyds acquires TSB HBOS becomes part
founded or TSB founded Company formed forming LloydsTSB of Lloyds Banking
Group
1695 1852 1928 1997 2001
Foundation: Foundation: Further growth: Became a bank: Further growth:
Bank of Scotland Halifax becomes the Halifax and Halifax Demutualisation Merged with the Bank
founded UK’s largest building Equitable building creating 7.5m of Scotland to form
society society merge shareholders HBOS
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15. Insurance… more specifically Home insurance!
We offer life assurance, pensions, investment products and general insurance
The General Insurance business is one of the largest underwriters of personal
insurance in the UK
We operate primarily under the Lloyds TSB, Halifax and Bank
of Scotland brands
We’re located across the UK with sites in Leeds,
Bournemouth, Bristol and South Wales
16. Challenges… Improving conversion
Getting it right first time is not always possible and with finite
budgets or availability it can be hard to make best use of that
limited resource
Resource
constraints Agility
Its not always easy to make quick changes
What’s the
optimal?
Is the proposed change(s) really better than the current process. This is
perhaps the most pertinent point, will the change do what you expect it will
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17. How Optimize… has helped
What can we do and how should we approach a change. We’ve
The speed in which you can turn a concept or an idea
had some really useful discussions which have helped shaped
in to a live test has impressed
change beyond our own ideas
Idea generation Agility
Leave the winner
Results live
Have helped me through many discussions with risk
and compliance areas - ‘change supported with real The ability to leave live a champion
test has to be one of the most
customer performance statistics’
valuable elements. You get the
Compare benefits of an optimal test right up to being able
to make the change
performance
Knowing you can compare performance of any change(s) with the existing
process you have is quite powerful
18. Real Examples… and the Results!
Re-naming buttons First visit Returning visit
+ 11% to the next steps + 20% increase to sale + 9.8% to sale
- Reduction in ancillaries
19. Real Examples… and the Results!
Payment Options Marketing content Re-building pages
+ 28% monthly DD selection + 3% starting a quote
+ 150% Minor ancillaries
+ 300% annual DD selection Reduced noise
+ 50 - 70% Major ancillaries
Sustained conversion Optimal page structures
+ 6% Average ticket value
No increase in calls Baseline current process
Once live 40% reduction in one
- Negative sales
off card payments
20. What’s Next?… what does the future hold
More page re-designs
More step / journey alterations
Smartphone and tablet testing
Optimisation of the non-customer facing insurance systems (Call centre)
24. Everything was Tested
“We started with just one simple experiment back in December of 2007.
This experiment taught us that every visitor to our website was an opportunity”
Dan Siroker – Ad Director and Analytics for Obama Campaign
25. The Maturity Curve
Operational “Crawl ” Phase “Walk” Phase “Run” Phase
Reporting
• Personalization
• Web Analytics • A/B/n Testing • More Advanced MVT
• Integrated Optimization
• Measurement • Basic MVT -1-3 areas • In-session Segmentation
Conversions
• External Segment Use
• No Testing • 1 Element Targeting • Multi Element Targeting
• Social & Multi-Channel
• Ad Network Targeting • 1-Project at a Time • Frequent
• On-going
Optimization Maturity Phases
26. Building YOUR culture needs:
1. Understanding
2. Resource
3. Momentum
4. Stakeholders
5. Business process
6. Technology
Your ROI
