LexisNexis is a leading global provider of content-enabled workflow solutions designed specifically for professionals in the legal, risk management, corporate, government, law enforcement, accounting, and academic markets.
Across the globe, LexisNexis provides customers with access to billions of searchable documents and records from more than 45,000 sources.
Operating as an internal consultancy, the Global Digital Business team at LexisNexis facilitates change across the organization’s many digital properties. Their aim is to improve the performance of those properties whilst making it easier for other business units to build and improve their own digital assets from a centralized repository.
A unique framework for change
The Global Digital Business team uses a proprietary framework, called the GRIT (Governance, Reporting, Insight, Testing), which acts as an engine for evidence-based decision making.
"As an integral part of the GRIT framework," says Mark Fassbender, Global Head of Web Optimization at LexisNexis, "Decibel Insight provides valuable, tangible validation of areas we’ve targeted for improvement. It effectively provides the ‘why is this happening?’ to follow the ‘what is happening?’ questions we ask of our data."
"Having the ability to see every interaction of a user on our site is instrumental in increasing the effectiveness of our continual improvement platform. While traditional analytics packages provide a lot of information and data about user behavior, Decibel Insight delivers real insight. Plus, nothing makes decision makers take notice like sending them playback sessions of struggling and unhappy users."
Improving UK site performance
In January 2016, LexisNexis relaunched their UK store. Four months after go-live, revenue had failed to rally after taking an expected initial post-launch slump, and remained down year on year.
Following the GRIT framework, with Decibel Insight at its heart, the LexisNexis digital team gathered reports into visitor behavior on the new website, and used that evidence to generate hypotheses for improvements:
- Relaxing anti-fraud rules relating to address checks
- Relocating the “proceed to checkout” button
- Providing clearer messaging around address matching rules
As a result of the changes made to the UK site, year-on-year performance improved significantly.
- 77% increase in conversion rate
- 81% increase in revenue
In order to read more around how the team at LexisNexis leverage Decibel Insight at the heart of their GRIT framework - linking customer experience analytics to VOC, split testing, and more - you can grab your copy of the full case study by hitting the banner below.