Omniture, an Adobe company and a leading provider of online business optimization software, today announced that Empruntis.com, France’s leading Web site for comparing loan and insurance offers from numerous banks and insurance providers, is working with Omniture Test&Target to automate the optimization of its online content. Empruntis.com recently replaced Google Website Optimizer with Omniture Test&Target and after conducting a series of multivariate tests of its online loan application form, increased application completions by 10 percent.
Empruntis.com manages upwards of 80,000 online loan and insurance application forms each month across multiple channels and recognized that it needed an easy-to-manage solution which could more efficiently organize and optimize the presentation of these applications to its visitors without requiring much IT involvement. The company had previously used Google Website Optimizer, but decided to migrate to Omniture Test&Target, a full-service optimization solution to automate complex content testing, segmentation and targeting efforts and as a result, improve the customer experience and increase conversion.
Empruntis.com used Test&Target to conduct several multivariate tests of key elements on its loan application pages. The marketing team tested elements such as the form headers and placement of navigation buttons and other graphics to identify the most effective combinations for different visitor segment such as traffic source, geographic location or new vs. repeat visitors. The team also tested how the number of pages in the application flow impacted form completion rates.
“Surprisingly, different page flows performed better depending on the day of the week. On Fridays and Saturdays, the default one-page form performed best though from Sunday through Thursday, the three-page form performed better,” explains Patrice Thiriez, director of marketing for Empruntis.com. “With this new insight, we can target application forms to different groups of visitors depending on the day of the week to achieve maximum conversion.”
Empruntis.com also selected Omniture because of the strength of Omniture Consulting Services (OCS), a world-class team of optimization experts who provide strategic project management and best practices by industry.
"With its on-demand Software-as-a-Service (SaaS) solutions, Omniture is easy to implement and manage, giving more control to our marketing team than ever before,” adds Thiriez. “Omniture also offers high-quality and strategic consulting support at a very competitive price. For all these reasons, we were easily convinced Omniture was the solution for all our needs."
"Test&Target enables Empruntis.com to test different customer-facing content simultaneously and determine the most relevant content to surface at any given time,” says Neil Morgan, vice president EMEA marketing and channel, for Omniture. “Empruntis.com’s marketing team gains the ability to push the right message at the right time based on specific visitor segments. This allows the team to tailor which loan and insurance form it presents to each visitor segment in real-time, which can in turn help increase form completion rates through improved relevance.”
"By identifying and standardizing on the best-performing elements of our online loan application forms, we were able to increase loan application completions by 10 percent and we will not stop there,” adds Thiriez. “We have also reduced our cost-per-acquisition (CPA) rate by 10 percent, which is significant and an added incentive to continue our testing process.”
Omniture Test&Target is part of the Omniture Online Marketing Suite, a comprehensive portfolio of optimization applications for Visitor Acquisition, Conversion, Online Analytics and Channel Analytics and is built on an Open Business Analytics Platform.