More data, more testing: improved conversion for Bank Cler
We optimize Bank Cler's conversion rate – thanks to efficiently and intelligently used first party data.
At a glance
- 01The challengeImprove customer experience and increase conversion
- 02Our approachUsing first party data in a smart and agile way - testing included
- 03The result+25% improved average conversion rate
Sector
- Financial services
Disciplines
- Strategy & Consulting
- Conception
- User experience & Design
- Content creation / Migration
- Project Management (Agile Workflow)
Year
- Since 2017
Tech Stack
- Sitecore Experience Platform
Services
- Digital Marketing
The Challenge
The Swiss Bank Cler is known for tackling financial issues boldly and straightforwardly – from the first account to the inheritance.
One of Bank Cler's goals is to constantly improve its user experience on all channels. After all, a seamless customer experience not only strengthens the brand, but also the conversion rate.
In the past, third party cookies were decisive in designing customer experiences. But the future is cookieless. With Merkle as a partner, the bank wants to leverage the potential of first party data even more efficiently and smartly.
Our approach
Personalizing the customer experience
Continuous testing
Strengthen visibility
Continuous improvement
The result: measurably improved conversion and user experience
Optimizing in two-week cycles
In close cooperation and in two-week sprints, the teams from Merkle and Bank Cler analyse existing first party data. The goal: We want to find out how we can sustainably increase the conversion rate. To do this, we optimize the visual appearance, fine-tune wordings and adapt the customer experience to the individual realities of Bank Cler customers' lives.
Afterwards, we will conduct specially designed A/B and personalization tests on the Sitecore Experience platform to test the formulated hypotheses.
Thanks to AI-supported technology, we evaluate the collected data automatically and faster than ever before – and implement insights directly. For optimized marketing with measurable success in real time.
Agile, holistic - and tested
Decisive for the success of the project is the chosen always-on approach with two-week sprints. It enables us to act in an agile manner and to demonstrate tangible successes within a very short time. For continuously improved and evolved digital marketing - with measurable results and ROI within weeks, not months.
Another strength is the interdisciplinary project team with experts from the fields of user experience, digital marketing, content management, conversion rate optimisation (CRO), campaigning, SEO and analytics. In this way, we draw on insights from various specialist areas and benefit from a wide range of perspectives - for a holistically designed customer experience. On all channels.
Experience Effect* – Average increase in personalization tests
236.0%Higher conversion rate – Average increase in A/B/n tests
25.0%Higher Test Success Rate – Rate of tests with significant positive impact
88.0%
* The Experience Effect reflects the change in the engagement value of website visitors. The engagement value measures how the visitors' interactions contribute to achieving the business goals that are most important to Bank Cler.
Gregor Eicher, Head of Marketing & Sales, Bank Cler
