Sainsbury’s Finance
Posted: 20 November 2009 in Case Studies by Paul
Background
Originally, Sainsbury’s Finance were using a simple log file analyser to collect data and try and gain insight into visitor behaviour on their site. The limited nature of this system led Sainsbury’s Finance to seek an improved analytics solution but were unable to dedicate the level of time necessary to explore the market for the best package which they would be able to run and update themselves.
In Yard Associates, they found a partner able to not only provide an extensive and impartial review of the available vendors, but who could also manage the implementation and ongoing support of the successful solution throughout its lifecycle.
Approach
Following our selection for providing the support Sainsbury’s Finance were seeking, Yard Associates consultants worked closely with key stakeholders in the Sainsbury’s team to get a complete picture of the KPI’s for the site. This was synthesised into a comprehensive review of the UK analytics market, upon which WebTrends were chosen as the successful vendor.
Utilising the KPI analysis formed from the vendor selection, a complete tagging infrastructure was designed around the business needs to ensure full tracking of all page elements and customer journeys. The journeys in particular were of importance to Sainsbury’s as they represented the efficiency with which they were converting sales. The added analysis from WebTrends has provided evidence supporting the restructuring and redesigning of several of these customer journeys improving conversions and overall sales from the site.
With a sound tagging framework in place, Yard Associates developed the custom reporting and bespoke dashboards required to give a complete picture of site performance. This structured approach has led to a comprehensive system of reporting and analysis which stands firm today requiring only basic levels of upkeep and updating.
Result
Yard Associates is able to identify the key performance criteria which would provide the greatest insight to Sainsbury’s Finance. Following the establishment of a reliable reporting infrastructure we were quick to deduce which parts of the site were proving barriers to conversion, as well as identifying the most fertile marketing activities. Identifying these bottle-necks allowed suitable changes to be applied to these user journeys, streamlining the user experience on the site and further helping to drive even greater levels of high-quality traffic to the site.
These insights were instrumental in effecting real improvements to the site, resulting in significant increases in the uptake of Sainsbury’s financial products. As a result, Yard Associates enjoys a healthy ongoing relationship with Sainsbury’s Finance today.
“Working with Yard Associates provides us with insight and analysis that enables us to improve our engagement with our customers – and increase overall website conversion.”
Website Manager, Sainsbury’s Finance
To talk about you requirements please call Paul Newbury on 029 2000 4565 or email Paul@yardassociates.co.uk
