Omniture TouchClarity boosts Barclays online

Barclays Bank has selected and implemented Omniture TouchClarity for onsite behavioural targeting to increase conversion rates on its website.

Building on its commitment to deliver the best online experience, and following a recent redesign of the site, Barclays selected Omniture TouchClarity to ensure that the most relevant content is delivered to each website visitor, based on their behaviour as they move around the site.

This has already delivered an increase in conversion rates on the site across product areas including mortgages, personal loans and credit cards.

Barclays completed the first full implementation in just six weeks from initial kick-off to being live on their website.

As a result, Barclays has been able to conduct real-time optimisation of messages for key products on a number of key pages such as mortgages, home insurance and savings.

In addition, the online marketing team at Barclays has used Omniture TouchClarity to optimise offers and landing pages in real time.

Commenting on the deployment, Julian Brewer, head of online marketing and content at Barclays explained: "Omniture TouchClarity creates the automated selection of content based on 'observed customer activity' to maximise our return and has resulted in a 100 per cent increase in inquiries in some areas of the site".

"Forward-thinking customers like Barclays are deriving significant benefits from onsite behavioural targeting," added Neil Weston, SVP and general manager of Omniture EMEA.

"Organisations realise that it's not enough to just understand customer behaviour, but they must actually act upon it in a meaningful way".

He continued: "Omniture TouchClarity provides the essential mechanism by which a website can listen, learn and respond to each visitor in a thoughtful and intelligent manner and prove the resulting increase in performance lift and yield".

Omniture TouchClarity works by building rich individual visitor behavioural profiles and combines it with automated predictive modelling techniques in order to enable the real-time targeting of each visitor with the most engaging content.

This results in higher conversion rates, and measurably increased revenue.

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