USAA increases conversion rate with Adobe® Insight Conversion rates increase by 50%

USAA Success Story

LocationSan Antonio, Texas

URLwww.usaa.com

IndustryFinancial services

Products• Adobe Insight

Results• Analyzed 20 million log entries and

1.5 million page views per day

• Increased conversion rates by as much as 46%

• Yielded twice the number of products in the first two months of membership after implementing click-to-call feature

• Enabled prioritization of technology investments for website pages with low containment levels

ChallengeUSAA offers insurance, banking, and financial planning services to more than seven million military members and their families. The company relies on a variety of channels—website, voice response, live agent, mobile, email, and direct mail—yet each channel operates independently and with different measurement systems. USAA wanted to be able to analyze members’ cross-channel behavior. An independent analysis revealed that product conversion rates were higher if a member started an application online and then received assistance from a live agent. However, member satisfaction rates were lower for customers who placed a call on the same day they visited the website. The USAA team wanted to understand how these channels work together so they could drive higher site conversions and improve customer service and satisfaction levels.

SolutionUSAA implemented Adobe Insight, powered by Omniture®, to measure user activity across the web, mobile, and voice response channels. Using flow reports, the USAA team can see where customers and potential customers begin the acquisition and servicing process, and where they drop off. The team analyzes 20 million log entries and 1.5 million page views per day. Since implementing Adobe Insight, USAA has increased conversion rates from the mid-30’s to the mid-60’s, with an average in the 50% range. Through better understanding of cross-channel behavior, customer satisfaction levels are now consistently above 90%.

Click-to-Call and in-channel containment lead to higher customer satisfactionWith Adobe Insight, USAA now understands when and where it is appropriate to engage a member with an offer for over-the-phone assistance (a.k.a. Click-to-Call). Members who use Click-to-Call have been 40% more likely to yield twice the number of products in the first 2 months of membership than those who do not use the service. Through correlation analysis, members who fully self-service in-channel have an average of seven% higher satisfaction than those using multiple channels. website pages that show lower containment and satisfaction levels are being prioritized in terms of strategic technology investments, thereby improving in-channel and cross-channel member experience.

“Our members are already multichannel, but we viewed them as isolated interactions. The key was understanding the differences between good and bad cross-channel experiences. The Adobe insight is driving a trifecta of higher online conversion, self-servicing, and satisfaction.”Allen Crane, Executive Director, Research and Analytics, USAA

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“By quantifying opportunities in terms of containment, satisfaction, and volumes, senior management can prioritize strategic technology investments for self-service, thereby improving the in-channel and cross-channel member experience.”Allen Crane, Executive Director, Research and Analytics, USAA

Adobe Insight gives USAA insight into in-channel and cross-channel customer behavior.

About USAA With more than seven million members, USAA provides insurance, banking, investing, and financial planning services. The mission of USAA is to facilitate the financial security of its members, associates, and their families through the provision of a full range of highly competitive financial products and services—in so doing, USAA seeks to be the provider of choice for the military community.

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