Pictet has always been in the business of getting close to its clients, but before 2010 the company had not tapped into the opportunity to optimise experiences on public digital channels. There were no tools or KPIs in place to measure performance, nor was there a clear strategy for how the website would feed into the rest of the business.
“The world of private banking is very personal,” says Schorderet, “When you step into Pictet’s headquarters in Geneva, all the people you interact with know your preferences, and treat you like partners. Our goal is to one day be able to provide a digital experience that gets close to those we deliver in-person.”
The first step was to better understand how Pictet’s website was performing with the help of Adobe Analytics. Working with integration partner Valtech and Capgemini to implement the solution and take an agile approach to data management, Schorderet and the digital communications team gained a complete view of their data. This allowed them to set a clear benchmark and lay out their ambitions for the future. Since then, they have increasingly focused on results that drive value for Pictet’s clients, all while increasing qualified leads by 33%.
“For the first time, we began to show the business how engaging people via our website drives further interest, and in many cases, inspires people to become clients,” he adds. Indeed, Pictet has seen its qualified contacts double since shifting more focus online.
Adobe Analytics helped Schorderet to change the perception of digital experiences across the business. The consensus at Pictet had previously been that a website was simply a window into the brand, a digital version of its brochures. Teams would simply publish a copy of their content online, leaving Pictet with more than 400 pages that were also translated into five languages. A closer look at the data revealed that the site lacked focus under this model, and that the user journeys were erratic.
“So many of our third level pages had close to zero visits. The drop-off was mindboggling. Once we got a better understanding of the content people wanted to see, we cut the site down from 400 pages to just under 100 and we continue to work towards a slicker, more user-centred experience that answers our visitors’ specific needs,” said Schorderet.