Crafting the perfect customer journey
The orientation process of buying a house takes about six months to complete, that’s quite a while. It’s an exciting period for most, but it can also be confusing. And with the possibility to arrange a mortgage online via a self-service platform, it becomes even more important to present website visitors with the right information at the right time. De Hypotheker is the largest Dutch company that helps people by selecting, advising and completing their mortgage application. In order to remain the biggest player in the market, this financial agency partnered with Dept to develop insights about the customer journey during the mortgage process.
Understanding consumer behaviour
De Hypotheker specialises in guiding people through the entire process of getting a mortgage, from quotation to closing. Since buying a house is both exciting and confusing, the company wanted to be of more help to its client base. Thus, they asked Dept to provide them with a digital and strategic framework which would allow the company to not only understand the entire customer journey but also adapt its marketing efforts to where in the journey a customer was.
a strategic framework which enables the brand to see the entire customer journey
To understand who the company’s target audience is, we needed to develop insights as to who was visiting their website. Firstly, we created an overview of the behaviour of the website visitor and the journey that the customer goes through. So we started by mapping all sources of information and possible actions.
After making an overview of all possible actions on the website in the customer journey, we needed to validate those actions with data. Using data from Google Analytics, our team analysed over two million sessions with the help of a factor analysis model, to find correlations between different actions. Actions include time spent on each page, click-through journey and much more. We discovered that in many cases, people group together multiple actions in one sitting. So based on these actions, we defined and grouped behaviour into phases. Ultimately, we identified seven unique phases that one customer would go through. These seven phases are unique enough to be leveraged when optimising the customer journey; defining more phases would not be productive.
Finally, we used a Markov Model to determine in which order the phases occur but also to see major dropout points along the customer journey. This information is useful to identify points of improvement on the website. For example, during phase five and phase six, a large percentage of visitors went back to an earlier phase in the journey, indicating that they might not have found the information they thought they’d get or that they were otherwise confused.
Once the sales funnel became clear and the company was able to see in real-time which phase each visitor was in, we worked with the brand to find out which message would be relevant for each individual based on which phase they are in. So we built up multiple audience lists and guided them through the funnel with an appropriate message, continuously and automatically optimising this process. The visuals, ad copies and calls-to-action are dynamic and change based on the current phase number of the audience, with ad copy A/B tests ensuring that we only use the best and most relevant ad copy.
Reaping the benefits
In the past, the long customer journey made it difficult for De Hypotheker to assess the quality of a non-converting visitor. By setting up a digital and strategic framework we enabled the company to see the entire customer journey and define the quality of a user even better. With this knowledge, the company could then set different on-site goals in order to automatically improve the quality of each different marketing channel. And the company is already seeing a positive effect from these measures: the click-through rate increased with 86%, and the overall bounce rate numbers decreased by 10%.