SOURCE: SessionCam

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December 09, 2014 03:00 ET

UK's Post Office Deploys SessionCam to Better Understand Online Customers' Behaviour and Improve Their Web Experience

SessionCam Enables the Post Office to Go Beyond Standard Website Analytics and Identify Usability Issues; In Recent Months, SessionCam has Provided Detailed Insights That Have Guided Optimisation of the Post Office Website for Millions of Visitors

NORWICH, UNITED KINGDOM--(Marketwired - December 09, 2014) - Post Office Limited, which operates the UK's largest network of retail outlets for postage and banking services, is applying the latest website optimisation technology to improve the online experience for its customers. The Post Office recently deployed SessionCam advanced session replay technology to help determine the cause of usability issues on key pages of www.postoffice.co.uk, and to ensure that new pages perform well for customers across all devices and browsers. In the last six months, SessionCam has helped the Post Office web team make informed decisions for a redesign of the home page and countless other pages, and provided insights into split tests performed across the website.

Today's Post Office offers around 170 different services and products spanning financial services that include savings, insurance, loans, mortgages and credit cards. The Post Office also offers government services, foreign currency, travel insurance and mail services. It serves around 18 million customers a week and half of all small businesses. 99.7 percent of the UK's total population lives within three miles of a post office. For many rural communities, the local post office is the only retail outlet, and remains highly valued and trusted as the focal point for the local population.

The online business of the Post Office is growing as customers, often using their mobile devices, access the website to order stamps, sign up for broadband service, buy travel insurance, and pay their road tax. Michael Manton, e-commerce manager, and his team at the Post Office London head office, are focused on creating an efficient and pleasant experience for 1.5 million customers every week -- and especially mobile customers.

"As an e-business group, we're continually looking for ways to enhance the service for a changing mix of online visitors. One variable that we watch closely is the use of tablets and smartphones to access the site, as this statistic has risen dramatically over the last twelve months," said Manton. "The dynamic mix of browsers and devices used to access the Post Office website means we need to continually monitor thousands of existing pages for potential customer experience issues, and test every new page to check it performs as designed."

SessionCam complements and enhances Adobe Omniture analytics
Website analytics provide the Post Office crucial insights into bounce rates, understanding which links are being clicked, and visualization of aggregated visitor flows from page to page. The Post Office uses Adobe Omniture, which is excellent for identifying crucial issues such as disconnects in visitor flow profiles. But what this advanced analytics package cannot do is explain why they are occurring. For example, is the issue a badly worded question, a user interface bug, or a rendering anomaly? To answer these questions, the Post Office has added SessionCam to the mix.

"SessionCam enables us to see exactly why a visitor missed an important link, or struggled to operate a menu. These pixel-level insights mean we can optimise the website for more people, faster, and provide more instructive guidance to our development team," added Manton. "We're planning to increase our use of SessionCam in multivariate testing, so we can test new creative and ensure it meets our usability standards. The net gain is that the Post Office website is easier to use than ever, for more people, on more devices."

"We're delighted to learn about the great results that the team at the Post Office has achieved by using SessionCam alongside Adobe Omniture to improve the success of their website," said Kevin Goodings, CEO of SessionCam. "This validates our long-standing belief that session replay is an essential tool for any web analyst tasked with increasing conversation rates and enhancing the online customer experience."

ABOUT THE POST OFFICE
The Post Office (Post Office Limited) has an unrivalled national network of over 11,500 branches across the UK, more than all the high street banks combined, and sits at the heart of communities in Northern Ireland, Scotland, Wales and England. The Post Office has made a commitment to maintaining its network of branches at its current size and reach. It provides around 170 different products and services spanning financial services including savings, insurance, loans, mortgages and credit cards; Government services; telephony; foreign currency; travel insurance and mail services. The Post Office serves over 17 million customers a week and a third of small businesses. Some 99.7 percent of the total population lives within three miles of a post office, and over 97 percent lives within one mile of a post office. For many rural communities, the post office is the only retail outlet. Post Offices branches remain highly valued and trusted, and are the focal point of many communities. For more information, visit http://www.postoffice.co.uk/.

ABOUT SESSIONCAM
SessionCam is the most advanced session replay technology for recording customer activity on a website. SessionCam addresses a growing range of applications that include website design and usability testing; optimising conversion; improving customer support; and evidencing legal, compliance and regulatory controls. SessionCam enables businesses to record customer activity on a website and replay a video-like recording of the interaction that shows mouse movement, page scrolling, form-based data entry and mobile gestures in the context the actual web page design and content for that session. SessionCam can also aggregate recorded data to generate heatmaps and analyse conversion funnels. Learn more at www.sessioncam.com, and follow SessionCam on facebook.com/sessioncam and Twitter @sessioncam.

ABOUT SERVICETICK
SessionCam is a product of ServiceTick, an innovator of technologies for customer insight and the leading developer of solutions for post-call IVR surveys, web surveys, email surveys and SMS surveys in the UK. Using ServiceTick's market-leading services, companies can break down the traditional barriers between web, branch and call centres by generating immediate and actionable multichannel customer feedback. ServiceTick, a 2014 Deloitte Technology Fast 50 company, is privately held and located in Norwich, England, the eastern hub of the Tech City UK Corridor -- Europe's fastest-growing tech cluster. To learn more, visit www.servicetick.com.

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Contact Information

  • Media contact:
    Tim Cox
    ZingPR for SessionCam
    +1-650-369-7784
    tim@zingpr.com