Manulife knew that its 1,200-page legacy website was unfocused and complicated for customers to use, but before committing to building a new one, the financial services company wanted to learn what customers really want. By implementing Adobe Analytics in Adobe Analytics Cloud and Adobe Experience Manager in Adobe Marketing Cloud, Manulife is now optimizing and personalizing experiences, to the delight of customers.
“Through analytics, we realized that visitors were having trouble finding the information that they were looking for on the previous website,” says Sophie Bellemare, AVP Strategic Digital Initiatives, Manulife. “That inspired us to simplify the website and provide a customer-first experience. Adobe Analytics helps us understand how our changes improve the digital experience for our customers.”
After a three-month proof of concept that yielded extremely positive results, Manulife wanted to implement the new solutions in time for its peak season. Manulife worked with Adobe Professional Services to design 11 templates and 38 components that a central team can reuse to quickly build new site content without duplicating resources or assets.
Adobe Experience Manager helped Manulife consolidate the site to 250 pages, improve brand consistency, and easily deliver optimized experiences to any device. Plus, implementing Experience Manager as a Managed Service gives Manulife the ability to scale quickly, reduce IT overhead, and speed time-to-market for new services.
Big features such as a calls-to-action on product pages encouraging visitors to contact an advisor, as well as small changes such as reordering drop-down lists, are helping customers get what they need quickly and efficiently. As a result, Manulife is seeing the number of quotes issues to prospective customers rising, proving that the company’s customer-first approach is definitely working.