Barclays Bank has implemented behavioural targeting software on its UK customer website to improve conversion rates for inquiries and sales of key products, and claims the tool has seen a doubling of inquiries on parts of the site.
The bank is using TouchClarity software from Omniture to ensure that the most relevant content is instantly delivered to each visitor based on their behaviour as they move around the site. Product pages that have already seen an increase in inquiry rates including mortgages, personal loans and credit cards.
Barclays completed the first full implementation of the site add-on in six weeks. As well as enabling real-time delivery of relevant content, it has meant the online marketing team can make live changes to the site to optimise offers and landing pages.
Julian Brewer, head of online marketing and content at Barclays, said the automated selection of content based on 'observed customer activity' had “resulted in a 100% increase in inquiries in some areas of the site."
Neil Weston, SVP and general manager of Omniture EMEA, said organisations were increasingly deciding that “it's not enough to just understand customer behaviour, but they must actually act upon it in a meaningful way."