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Thursday, May 26, 2011

Taming the Fickle Financial Services Customer

Last week Maxymiser US hit the road for our second big trade show of the year in the Windy City. Net.Finance is one of the biggest shows for financial services marketers, and though I was very tempted to roam the streets of Chicago with my new DSLR camera, it was fun to rub elbows with some of the biggest names in finance—Mastercard, HSBC, Citibank, USAA, and many, many more.

Our presence at the event dramatically increased when I was asked to provide a keynote presentation on day two of the event. Being that multivariate testing, personalization and optimization is our thing at Maxymiser, I led attendees through an educational presentation of how even small changes and targeting techniques on their websites can dramatically improve conversion rates, the customer experience and lifetime values.

What as most surprising is how few people in the audience raised their hands when I asked who today was performing testing and segmentation on their sites. Literally 4 hands out of hundreds went up.

It’s no secret that financial services marketers meet many roadblocks to successful digital marketing, in real-time. Their websites are complex, hosting dozens of products and offers. Then there’s the privacy, security and legal concerns. No wonder most optimization projects probably never get past the IT team. 

The good news is, technologies (yes, like Maxymiser) have the ability to eliminate IT from the picture, test and optimize even in secure areas, and help financial services significantly improve the digital experience for their customers.

For more information on getting started with this, I invite you to download our recently released Financial Services White Paper.

Back to Net.Finance. The second half the day was met with a private luncheon we hosted for eCommerce and Marketing VP's. I was delighted to have Ben Lang from Santander fly across the pond to speak on Maxymiser’s behalf. Santander is a long-standing successful financial services client of Maxymiser’s, and together we spoke on the importance of implementing a culture of testing within in a financial services organization to streamline conversion rates, revenue and customer loyalty, by ensuring no new content or products hit your site without first being tested.

Maxymiser hits the road again in a couple weeks, when we speak and sponsor the EyeForTravel Online Marketing Conference in Miami. We hope to see you there!


Mark Simpson
Founder and President, Maxymiser Inc.

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