Endsleigh is to utilise IBM's Coremetrics Web Analytics offering, delivered as a cloud service. The insurance provider is hoping to gain greater visibility of online customer behaviour, improve usability of its website and increase conversion rates

IBM's solution tracks how long people spend on pages, which pages they prefer and how effective the application process is. Endsleigh can now also respond in real-time to site visitors who have started but failed to complete a form, offering them support and advice to encourage them to finish the process.

“We operate in a very competitive market, and so it’s essential for us to understand individual customer behaviour in order to make the buying experience as smooth as possible,” says David Pope, e-business analyst at Endsleigh. “It is vital that we reduce basket abandonment by making the application process as logical and straightforward as we can. As such, we absolutely view IBM Coremetrics as a business tool rather than just an IT tool; it has clearly been designed to help us deliver a smarter commerce experience to our customers. IBM delivered not only a fantastic business solution, but also great consultative support. This software will enable us to create a more strategic online presence based on improved customer insight."

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