For TrustedID, a fast-growing provider of proactive consumer identity theft protection solutions, delivering an optimal online experience is a business-critical requirement. “Our Web channel was the only way people could sign up for our service,” explains Lomit Patel, the company’s Senior Director of Marketing. “Improving our online conversion rates and reducing drop-offs has an immediate impact on our bottom line, so we’re highly focused on continually optimizing our customer experience.”

Interwoven worked hand-in-hand with TrustedID to create a holistic set of tests designed to improve the customer’s experience on pages throughout the registration flow. “It’s not just about the page that closes the deal. By looking at the entire conversion funnel, you can optimize every part of the customer’s visit to exponentially increase your success,” Patel explains. Rather than relying on gut instincts or guesswork, the Interwoven Multivariable Optimization solution enabled TrustedID to refine its site based on hard data. “We wouldn’t have expected this, but we found that our audience likes to read information rather than just look at summary charts, so getting rid of a competitive comparison chart helped move people into the registration funnel. We also found that a cleaner payment page kept people from getting distracted and helped close more sales,” reports Patel.

In addition to meeting TrustedID’s primary goals, the Interwoven Multivariable Optimization solution helped Patel win support for further multivariate testing initiatives. “Nothing speaks louder than success,” he says. “Initially, a few people thought we were talking about a basic level of A/B testing, but once they saw the sheer volume of permutations we could test, and the tremendous uplift we could achieve, they got pretty excited. Now, it’s an essential part of our process for introducing a new product and creating the online customer experience around it. We wouldn’t do business any other way.”

Benefits

• Visitor abandonment of registration funnel pages dropped by 32%
• Web subscriptions increased by 46% over 6 months
• Web conversions improved by 95%

About TrustedID

TrustedID provides consumers with the power and resources to manage and protect their credit and personal information, and who has access to that information. For too long, consumers have been the victim of a credit industry which offers little information and fewer consumer rights, and which distributes and sells consumer information with little regard for the individual.