Driving digital growth for financial services

Understanding users

Taking insight from our market research, whilst working collaboratively with the Asda Money team to understand audience triggers, mindsets, and motivations, we knew we needed to build brand trust with our audience by making them feel reassured and providing the right information at key points of their user journeys.

We used ‘first click’ testing to review new screen designs to make sure users could easily find what they were looking for, and ‘tree testing’ to ensure the proposed new navigation was efficient in facilitating user journeys.

With conversions taking place on multiple different third-party sites before users would be returned to Asda Money, we needed to implement a seamless customer journey. We optimised content across these journeys and looked to provide the user with the information they needed, as well as instilling a feeling of trust and reassurance to aid conversion. To support with this, we refreshed copy on existing product pages to bring content more in line with the Asda Money tone of voice and implemented an SEO strategy targeting customers based on buyer intent - providing them with a frictionless journey from search engine to conversion.

Building a flexibile solution

Asda Money needed a solution that made a complex product set and operating environment simple to manage and easy navigate. So, we recommended Umbraco - a platform that could deliver a great user experience combined with ease of management.

Umbraco’s flexible content management controls make it easy for Asda Money to create and update new and seasonally relevant content to help customers navigate financial choices across a wide variety of products. Its comprehensive APIs allow for seamless integration to the third-party systems which is crucial to Asda Money’s strategic roadmap.

Asda use Microsoft Azure as their primary Cloud provider, so we leveraged native Azure services wherever possible, such as Azure Cognitive Search and QnA Maker, to deliver operational efficiencies without sacrificing on innovation potential.

Enhanced visibility of the customer journey

To give Asda Money enhanced visibility of the full customer journey and further support the team in making informed, data-driven decisions, we built a single data infrastructure encompassing all data points and customer journeys across the Asda Money website, as well as five third-party product partners. This analytics overhaul was integral to the project and formed a solid foundation for us to deliver continued experimentation (CRO) work once the website had launched.