Halifax bank is to implement behavioural targeting software on its website in a bid to boost sales and conversion rates for its online products and marketing campaigns.
The bank, part of the HBOS banking group, is using TouchClarity software from Omniture to ensure that the most relevant content is delivered to each visitor based on their behaviour as they move around the site.
Shoomon Perry, head of e-commerce at Halifax, said the bank was “committed to a strategy of taking business from our competitors by offering more value. By increasing the intelligence behind the products we present to customers and prospects online we can improve sales and the service we offer.”
The tool works by building individual visitor behavioural profiles combined with automated predictive modelling and direct marketing techniques to enable real-time targeting of each visitor with relevant content. The aim is for this to lead to higher conversion rates on product inquiries and sales.
Earlier this month Halifax’s rival Barclays announced that it had completed the first full implementation of the same tool in six weeks. Its head of online marketing and content claimed it had resulted in a 100% increase in inquiries on "some areas of the site."