Endsleigh Insurance has deployed a cloud-based web analytics tool from IBM to help give it greater visibility of online customer behaviour.
Nearly all (95 percent) of the company's business comes via the website. The IBM software is able to track how long people spend on certain web pages, which pages they prefer and also how effective the application process is.
Through the use of the IBM Coremetrics Web Analytics software, the insurance provider hopes to improve the usability of its website and monitor the customer reaction to changes to the site - such as the introduction of special offers.
Furthermore, it expects to target more accurately any cross-selling and up-selling opportunities, and it will be able to improve the completion rate of online insurance applications by offering them support in real-time, to help them complete the process.
David Pope, eBusiness analyst at Endsleigh, said: "We operate in a very competitive market, so it's essential for us to understand individual customer behaviour in order to make the buying experience as smooth as possible.
"It is vital that we reduce basket abandonment by making the application process as logical and straightforward as we can."