From Vision to Value: Defining Business Goals for a Leading Belgian Bank’s Website

Client background

Our client, a prominent financial institution in Belgium, was seeking to significantly enhance its website's performance and boost the conversion rates across all product pages, from Payment Accounts to Consumer Credits. With a broad array of financial services spanning multiple business units, the bank recognised that a unified and effective strategy was necessary to optimise the online customer journey and ensure that each page was fully aligned with the bank’s overarching objectives.

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Objective

The primary objective was to clearly define the business goals of the bank’s website platform, while also improving the online presence and increasing the conversion rates across key product pages. This required a tailored approach that accounted for the specific needs of each business unit, from Retail to Wealth Management and Corporate Banking, ensuring that the website's structure, content, and user flow were optimised for measurable success.

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Challenge

The primary challenge was the lack of consistent tracking across the website. Not all product pages were integrated into the bank’s analytics platform, which made it difficult to accurately measure conversions and assess the performance of the individual pages. This incomplete tracking hindered the bank’s ability to make data-driven decisions and fully capitalise on its digital presence.

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Sailpeak's Approach

To address these challenges, Sailpeak employed a structured, multi-step approach to define and refine the business goals of the website platform, tailored specifically to the bank’s diverse business units.

1. Identifying Product Pages and Listing CTAs: We began by identifying all product pages across the website, segmenting them based on their business unit, and cataloguing the associated calls-to-action (CTAs) like “Open a bank account” or “Make an appointment”. This step provided a comprehensive overview of the current content and actions available on the platform, laying the groundwork for further analysis.
2. Identifying Splash Pages: We identified all splash pages where visitors were redirected just after the product page, recognising that these pages played a critical role in the customer journey and could serve as key points for conversion optimisation.‍
3. Analysing Conversion Rates: Using the available data, we conducted an in-depth analysis of the conversion rates on each product page. We examined the user behaviour, performance trends, and engagement metrics to identify areas for improvement and better understand the customer journey on the site.‍
4. Grouping CTAs by Business Goals: To ensure that the website aligned with the bank’s strategic objectives, we grouped CTAs by their relevant goals for the customer like “Transact”, “Simulate”, “Book an appointment”, “Login”, “Contact”, “Find a branch”, etc. This process involved defining key performance indicators (KPIs) specific to each business unit, ensuring that each product page had measurable goals that aligned with the bank's broader objectives.‍
5. Planning and Delivering Recommendations: Based on our analysis and research, we developed a set of strategic recommendations aimed at enhancing the conversion rates and overall effectiveness of the website platform. These recommendations were tailored to each business unit, ensuring that each section of the website was optimised for both performance and user experience.

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Conclusion

Through our structured approach, Sailpeak successfully defined the distinct business goals for each product page, aligned with the broader objectives of the bank’s individual business units. By implementing tailored KPIs and optimising the user journey, we enabled the bank to gain clearer insights into its website’s performance and empowered them to make data-driven decisions that fostered growth.

As a result of our collaboration, the bank achieved significant improvements in both the accuracy of its analytics and the conversion rates across its product pages. Our methodical analysis and recommendations helped the institution better understand how customers were interacting with their digital platform, allowing for more targeted improvements in their online presence.