Customer Feedback
Optimizing Digital Conversion Funnels
Analyze purchase journeys and coordinate acquisition and conversion levers across a distributed network.
The Mission at a Glance
The Company
A banking network expanding its online sales
Background
A banking network sought to improve its e-business performance and grow its online sales. Skills, tools, and organizational structures varied across entities, requiring the development of a shared optimization strategy.
The Challenge
Digital customer journeys needed optimization, and distributed teams needed to be coordinated to improve conversion rates.
Our Approach
The Process, Step by Step
Analyzing Customer Journeys and Defining Metrics
PALMER analyzed the conversion funnels and identified areas for improvement.
Key performance indicators were defined: visits, bounce rate, personalization, and upselling, depending on usage. A dashboard was developed and automated to track digital activity.
Testing improvements to the customer journey
Hypotheses regarding changes to the purchase journeys were subjected to A/B testing.
The process involved teams responsible for distribution, products, data analytics, and systems. It facilitated continuous improvement based on observations and test results.
Aligning Acquisition and Conversion
SEO, SEA, and SMO strategies were deployed to improve visibility, traffic, and retention.
The goal was to allocate digital resources and budgets in alignment with customer journeys. An analysis of growth opportunities complemented this approach to identify areas for e-business growth.
Structuring E-Business Management
PALMER contributed to an e-business plan and to the organization of the digital development department.
This work clarified the roles, responsibilities, and service offerings of the e-business shared service center. This organizational framework supported the sustainable coordination of stakeholders and initiatives.
Work Completed
What the “
” initiative has implemented
- 01
Metrics and a digital performance dashboard.
- 02
User journey analyses and an A/B testing approach.
- 03
An e-business plan and identified growth opportunities.
- 04
Defined roles and a service offering for the e-business initiative.
The Firm’s Support
PALMER’s Contribution
PALMER has combined its knowledge of the banking distribution sector with its expertise in growth marketing. Coordination between the teams enabled us to work on the entire customer journey, from acquisition to conversion.
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