Legal & General is the leading UK insurance, pensions & investments provider. As more consumers are researching and buying insurance products through digital channels, understanding their online behaviour and being able to test and optimise these channels is vital to driving ROI.
Following the implementation of Adobe Target on the website, L&G had the opportunity to use this tool to optimise the site performance via A/B testing. This was the first time this functionality was available at L&G, so there was a need for customised Adobe Target training for the digital marketeers.
Station10 were already working with L&G across various digital projects, and were embedded within several teams, with a deep understanding of their business structure and objectives.
Before the training, we asked each of the trainees what their previous experience was, and what they wanted to achieve from the course. The attendees had a range of previous knowledge and key objectives, from owning the optimisation strategy to being able to build and QA the A/B tests themselves.
We then created a tailored, interactive training course for three different audiences within L&G, personalising the training content and A/B test examples for their business. We ran both 2 day and 1 day courses depending on the groups’ requirements.
The attendees ended the course with knowledge of key testing fundamentals, how to build and QA various types of tests including A/B, MVT and targeting activities, and how to interpret statistical results. They are empowered with the ability to build a strong optimisation strategy and deliver a data- driven testing and personalisation programme that is focused on driving conversion and ROI.
Take a look at what our client said…
Developing and embedding key skills is vital for the success of Legal & General’s data transformation programme. We are extremely excited about the potential of our optimisation programmes, but these will only achieve their goals if our teams can use and understand it properly. Station10’s expertise in optimisation in general, and Adobe Target in particular, has been invaluable, and their ability to translate, communicate and embed this has really empowered our teams.