UK Government Bank’s Investment in Webtrends Reaps Dividends

Overview
Deployed as part of a web site re-launch, the Webtrends solution has helped NS&I understand changes in visitor behavior, as well as promote a broader range of its investment products online.

Challenge
NS&I wanted to promote customer investment in its less-established products without reducing customer interest in its premium bonds.

Results

• 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.