Nedstat, the European leader in website analytics, has been selected by Alliance & Leicester for a second year to streamline its e-commerce systems.
A&L says Sitestat, Nedstat's flag-ship solution, has enabled it to revitalise the presentation of key financial products and services online, enhancing the company's return on investment from e-commerce, and improving customer service.
Sitestat enables A&L to monitor the movements and trends of its customers online. Real-time reports provide information about how customers are using the site, which financial packages they are choosing and any difficulties they are experiencing during their visit.
Alan Boyd, e-commerce analyst at A&L, says: “We have experienced a range of major benefits following installation of what is a user-friendly technology. We now have total visibility across the site and can easily determine which products are most popular. Using this data we can test specific pages, making alterations based on how many visits they receive and how many of these result in a purchase.
“This sophisticated testing and refinement process is integral to the way we do business online and has increased conversion rates in our application process.”
Tsjerk Kooistra, general manager of Nedstat UK, adds: “There has never been greater pressure on high street banks to improve their online services and differentiate themselves from their competitors. Understanding online customer behaviour is key to enabling banks to gain the edge in a highly competitive market.”