The project
Renta 4 Banco is a financial institution specialising in wealth management, capital markets and investment services. Like other organisations, it has a private area aimed at facilitating the management of customer services and products.
In this context, Renta 4 needed to understand user behaviour on its intranet in order to improve the experience and facilitate access to the most popular content. To do so, they resorted to the services of Izertis.
Challenges
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Implementing analytical services to understand user behaviour -
Providing tools for easy visualisation of data -
Supporting data-driven decision making to improve the user experience
The solution
The project started from scratch, as until then no analytical implementation had been carried out on the intranet. Izertis proposed an implementation oriented towards a data-driven culture, divided into 4 phases:
o Data audit. Renta 4's private ecosystem was analysed in detail in order to detect shortcomings or errors to be solved. As a result of the audit, a manual of good practices was drawn up to avoid future incidents.
o Measurement and technical implementation. Izertis proposed a measurement plan, where the most relevant user interaction elements were detected: banners, widgets, menu areas, visualisation of actions, etc. Based on this, a series of KPIs were defined.
o Quantitative data analysis. A complex labelling process was used to measure all the elements detected in the previous phase. Once implemented, a fully interactive scorecard was developed.
o Qualitative data analysis. Lastly, tools were implemented to carry out the qualitative analysis of the data. Izertis provided the client with heat maps, recordings and other elements that allow us to know the hottest areas of the website in order to be able to apply improvements in the design aimed at optimising conversion. Reports were also drawn up with recommendations to apply to the design of the private area and improve the user experience, thus facilitating access to other services of interest.
The result
Thanks to the service and the tools implemented, Renta 4 can easily and visually monitor the analysis of user behaviour on the private part of its website. Thanks to this information, they can make decisions aimed at improving cross-selling, user experience and loyalty.
Today, Izertis continues to collaborate with Renta 4, responding to specific requests and needs that enrich the service.