Improved website drives up loans online business for Royal Bank of Scotland
The Royal Bank of Scotland has seen a dramatic increase in customers doing loans online over the internet since the recent relaunch of its website.
Following the launch of the new website earlier this year, online applications to open a Direct Saver account rose by 47%. Similarly, applications for the Bank’s internet only online personal loans rose by 26%. Commenting on the background to the success of the site, Birna Einarsdottir, Web Strategy manager for The Royal Bank of Scotland said: “Every part of us is focused on improving the service we provide, and the website is no different. We took a long hard look at the usability of the site, asked people what they wanted and we made the improvements. We firmly believe that the key was to keep it simple and we’re delighted with what we’ve seen.”
As well as undertaking extensive research to establish what users were looking for, the Bank employed the services of leading usability consultancy User Vision, and specialist online agency Heath Wallace. Einarsdottir added: “Through a combination of iterative design and rounds of usability testing, the public ultimately shaped the new website.”
In addition to the more tangible measurements of success such as account openings, other aspects such as a 100% increase in brochure requests and a significant increase in visitors to the small business and mortgage sections, have demonstrated the new flexibility and usability of the site. Proof that site visitors can now quickly and easily navigate their way around the site to access the desired information.
The website also allows users to apply online for savings accounts, loans, mortgages, stakeholder pensions, credit cards and insurance online, in addition to a range of interactive services including:
• Online Loans, savings, mortgages and credit card calculators – visitors get the chance to check out repayment rates, interest and the savings they could be making.
• The House Doctor – an online version of the popular TV series where interior design expert gives advice on decorating ideas.
• The Which? Guide to Moving House – giving buyers tips online on the costs and expenses of moving, help in finding a home and information on mortgages, surveys and conveyancing.
• Up My Street – providing detailed online information on every local area in Britain from house prices to details on schools and shops.
• Internet Banking demo – a fully interactive test drive of the Royal Bank’s Digital Banking, allowing customers to try on internet online banking before they register for it.
• Small Business Clinic – allows small businesses to health check their ideas and business plans, offering straightforward practical advice and information with action checklists, free guides to download, and access to online databases of suppliers and competitors.
NOTE TO CONSUMERS
• The Royal Bank of Scotland website can be found at www.rbs.co.uk
• The Royal Bank of Scotland was the first high street ban k to launch a fully-fledged internet banking service in June 1997. Since then it has also launched online mortgages, savings and loans, online stakeholder pensions and online credit card applications.
• User Vision Ltd (www.uservision.co.uk) is a leading usability consultancy dedicated to improving the user experience through usability testing, expert evaluations, and consultancy, for many of the UK’s blue chip organisations and public sector bodies.
• Heath Wallace Ltd was launched in December 2001 by key staff from Entranet and focuses on enhancing the online user experience for financial services companies, using its proven framework approach.
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