Putting experimentation to the test
The team used Optimizely Web Experimentation to incorporate a wide range of online experiments to test changes to the NS&I website, a portal that provides existing and potential customers with comprehensive information about the organisation’s range of products.
While the help section on the website was developed to enable customers to answer frequently asked questions and resolve issues quickly, the customer satisfaction within this section of the page was low, resulting in customers turning to expensive and time-consuming offline channels for help.
Through the Optimizely platform, NS&I reviewed the way customers interact with its library of content, streamlining the user experience. The team was able to run several versions of a page or customer journey at once, testing and measuring customer response and overall effectiveness before making these changes permanent.
By experimenting with all of the variables concurrently, the WebOps team enabled NS&I to achieve specific goals, such as improving click-through rate for various products, reducing the number of customers who choose a non-digital journey, and increasing traffic to the app stores to download the NS&I app.
To keep leveraging the benefits of continuous improvement and experimentation NS&I and Atos have been working to embed these concepts and the culture within their organisations. The WebOps has been one example, and has acted as a catalyst to other teams within the operation taking their ideas into action to improve internal and customer processes.