From Liberbank, when we were working on the development and evolution of their virtual assistant Liby, they told us of their need to improve the results of the marketing actions they were carrying out on their website. 

All businesses seek to improve the ratios and User Experience of their website. However, if there is one stage of the funnel that all sites want to improve, it is the completion of the purchase process. 

In the case of Liberbank, we analyzed the different ways in which it could improve its capture percentage and reduce abandonment at this point in the funnel. It was detected that acting with real-time data was the key to achieving this. To do this, the bank needed to find an innovative solution that would allow it to combine all its objectives.

​​Reducing action time

Generally speaking, Liberbank's marketing actions generated from its website are aimed at:

1. Attracting more customers.
2. And to make its current users decide to contract other services offered. 

Until now, Liberbank contacts those visitors to the website who do not complete the contracting process a few days later by text message, email or other means of communication. The main purpose of this process is to remind the user to continue with the process.

However, the bank was not getting the expected results. And, after several revisions, they realized that immediacy in communication with the potential customer was key for them to continue with the procedure. 

Therefore, the challenge they set themselves was to reduce the action time from 1-2 days to 15 seconds from the moment the consumer leaves the website. With this change in the speed of communication - via email, text message or phone call - the bank hoped to achieve better results.

A 100% Cloud solution

The real challenge was to find a technological combination that met two main requirements: to provide a quick response to the customer and for it to be automated.

But first of all, we had to find a way to reduce the time from the moment the marketing team received the information about what was happening on the website until they started to take action. After analyzing various solutions, it was decided to migrate to Google Analytics 4 and connect it with BigQuery Export. This would allow us to have a real-time reading of everything that was happening on the site. 

Our proposal was based on a 100% cloud solution, supported by Google Cloud managed services and aligned with the technology implemented in Liberbank for data processing. Specifically, three use cases were implemented:

• Navigation of more than 5 minutes on fund recruitment pages. In this case, what is analyzed is which users have spent more than 5 minutes on a fund recruitment page. This information is of great value, as these people are contacted immediately to continue with the recruitment process. 
• Browsing public fund pages. In this case, the data collected is the number of fund-related pages visited by users. Thanks to this solution, we quickly know what fund content the user is interested in, so that we can contact them with more related information and encourage them to sign up.  
• Abandoned cart. A series of steps must be followed on the website in order to finalize the contracting of a new fund. Each of these steps leads to a new page, which implies a process of several stages in which the customer has a total of 7 minutes to complete the shopping cart. In the case of exceeding these minutes, the contracting period is closed and the cart is considered abandoned. This is where the solution of contacting the customer within 15 seconds in case of abandonment comes in. 

Real-time communication

One of our strong points is the creation of creative and adaptable solutions to the needs of our clients, and Liberbank accompanied us in this. 

The merger of Google Analytics 4 and BigQuery is a technological service that had never been implemented before. These two Google tools have made it possible to monitor users and communicate with them almost in real-time.
 

Objetive achieved

This technological mix has made it possible to reduce the period in which Liberbank communicates with potential customers. The time from the moment the user leaves the website until the bank contacts them has been reduced from 1-2 days to 15 seconds: real-time.

This significant result translates into an improved user experience and a more accurate follow-up of the potential customer. And, although the solution has initially been applied to three use cases, the future projection is focused on adding new ones.