Who:

A large mortgage lending company company in Russia

Strategy:

In order to deliver a hyper-personalized experience to new users almost immediately, the company served surveys for the site visitors, which asked them about their financial goals, retirement information, and more. The financial company then used the information gathered to create more relevant and impactful site experiences.

Hypothesis:

The more information an organization has about a visitor, the better a company is able to understand each customer’s preferences and behavior. This data is most powerful when brands utilize it to deliver relevant content to its users. For example, financial services can send emails to their top credit card spenders about a new, exclusive card. This service would not be relevant to a college student whose focus is on saving money. The issue, however, is that gathering this data takes time. Thus, delivering this level of personalization to new site visitors is impossible. A quick way to speed up the data gathering process is by presenting new users with a questionnaire, asking them about their preferences, lifestyles, and more.