Hypothesis: The RBS Group believed that if they provided clearer answers for their visitors needs they would increase the number of conversions.
Challenge: The Journey Mangers had little or no User Experience knowledge. To be able to build more engaging sales pages, they went through workshops that enabled them to understand the users mindset and deliver the right content to the appropriate user.
Some JM'S (Journey Managers) needed more support understanding how specific "shelves" (blocks of content) should be used. We began by demonstrating and challenging each shelf function.
Looking at the website's analytics data, we were able to identify which pages/shelves performed less efficiently driving the JM's to enquire WHY conversion rates were poor in those areas.
To insure Journey Managers had enough freedom to create content, we have also challenged the website structure and delivered alternative solutions through mock ups that worked as guides for future pages.
Best Practice examples:
The user experience support delivered clarity to the Journey Managers through workshops that helped them challenge and address the problems with the RBS personal portals. Soon after the training, the team began receiving positive feedback from the digital manager and improved conversion on the pages that were upgraded.