Optimising services through customer insight
With Adobe Analytics, part of Adobe Analytics Cloud, Manulife measures web traffic, engagement rates and conversion rates to understand who its audiences are and what information they’re looking for on the site. Insights from this data help Manulife determine how to optimise and even personalise experiences.
“Through analytics, we realised that visitors were having trouble finding the information that they were looking for on the previous website,” says Bellemare. “That inspired us to simplify the website and provide a customer-first experience. Adobe Analytics helps us to understand how our changes improve the digital experience for our customers.”
Since deploying Adobe Experience Manager, Bellemare has seen the number of quotes issued to prospective customers rising. Adding a call-to-action to product pages, such as encouraging visitors to contact an advisor, also seems to be having a positive effect on conversion. Even small changes, such as reordering a drop-down list, improve experiences by helping customers get to the information that they need faster and with less confusion.
Manulife plans to use data from Adobe Analytics to drive personalisation to websites for even greater engagement. For example, there are dozens of possible telephone numbers, forms and claims processes and policy holders were often frustrated because they couldn’t figure out who to contact or what to download to file a claim. Using browsing patterns, Manulife can predict what type of claim customers are trying to file and guide them towards the correct information, reducing frustration and improving experiences dramatically.
“I know we made the right decision to work with Adobe,” says Bellemare. “With Adobe Experience Cloud, we have the technology that will help us to grow our business.”