The need for speed in optimisation programs
An Australian insurance company wanted to optimise the online purchase process to reduce abandonment and improve the user experience. Yet, with so many user groups, each with their own risks and rules, the project kept finding its way into the too hard basket.
How could they get the project off the ground? By starting small, and moving fast.
We did exactly this with the insurer, helping them iteratively build out a solution that started simply. First, we improved the purchase process for its singles audience – which also happens to be the one with the least risks and rules tied to it. Following the successful launch of the singles solution, the insurer could present a solid business case to get funding to continue the improvement process for other user groups.
The lesson here is that optimisation programs can and should be a staggered affair. The faster you can prove the worth of a small segment of a program, the faster you’ll get the green light to continue.
Speed matters to customers, too
Fast optimisation is ideal for building business cases and securing internal funding. But think of the benefit to customers.
In the insurance example above, if they had deliberated for months and months about how to possibly update the experience for all user groups, all customers would have had to endure the sub-optimal existing experience for much longer. Instead, they went to market fast with the singles group, which comprises 70% of the customer base.
Optimisation is also about using technology to respond to triggers faster. It helps you understand your audience that little bit better—instead of making skewed assumptions—so you can continue to improve your service or offering to them.
As an obvious example, look at T-Mobile in the US, which is giving new and existing customers free, unlimited data for Pokemon Go gaming. The company monitored user behaviour (yes, you’d have had to live under a rock to miss the Pokemon Go phenomenon) and responded quickly.
T-Mobile’s offer illustrates how optimisation is about building the capability to monitor, measure and respond to triggers quickly and efficiently; particularly given the proclivity for today’s consumer to change their mind and behaviour so quickly.
You need to have an ear to the ground, the ability to pick up on trends, and of course the capacity to respond.
In the starting blocks
Like an elusive Olympic gold medal, building speed into an optimisation program takes time and effort. But once you get the model right, you’re on the fast-track to ongoing digital optimisation.
The best optimisation teams are multi-disciplinary – with experts from design, development, user experience, content and analytics working together to identify and then solve each and every problem. There’s often no need for project managers; instead, the optimisation team simply rolls up their sleeves and gets the job done fast.
Culture is important in a team like this, as there are many co-dependencies when it comes to speedy output. Each team member relies upon and supports each other; everyone needs to be proactive and passionate about the end result.
Beyond your optimisation team, you also need the support of senior management. This gives you the freedom to operate somewhat independently, test new ideas, and take your own path. While goals and KPIs are still important, the method of achieving these goals should be left up to you. Once you’ve proven your worth on one project—such as the insurance company’s impressive results with singles cover—you’ll find it so much easier to secure this support.
Of course, not every company has the in-house resources to establish an optimisation team. Indeed, digital teams are often stretched as it is. This is where partnering with Wunderman-Bienalto can reap dividends – our highly successful optimisation team is ready to hit the ground running for you.
To learn more, contact us today.