Develop a Conversion Rate Optimisation Program for Risk Adverse Organisation
Objective
Develop a website Conversion Rate Optimisation (CRO) capability that aligns with the financial services organisation’s risk management processes and delivers a measurable return on investment (ROI). The program will focus on optimising digital customer experiences while maintaining compliance with industry regulations and internal risk controls.
Approach
- Stakeholder management and consensus for solutions
- Enable capability and build solutions
- Test and validate solutions
- Run continuous improvement workflow
- Provide ongoing solution support
- Run business review/return on investment sessions
Outcome
We implemented and configured Adobe Target to align with internal risk management processes and integrated a custom conversion rate optimization (CRO) workflow that was continuously refined to meet ROI targets. The program struck an effective balance between innovation and risk management, establishing a template for future digital optimization initiatives in highly regulated environments. These established frameworks and processes continue driving improvements in customer experience and conversion rates. The program delivered significant results over the three-year engagement period:
- Successfully implemented over 300 optimisation tests across key customer journeys
- On average achieved a 25% improvement in digital conversion rates for primary product applications
- Established a self-sustaining internal CRO capability with trained team members
- Created comprehensive documentation and governance frameworks for ongoing program management
- Developed automated reporting systems for tracking ROI and performance metrics
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