Interactive Investor Puts Usability At The Heart of Online Marketing to Increase Sales and Website Visitors

Interactive Investor, one of the UK’s leading online financial services providers, is putting web usability practices at the heart of its online marketing strategy to grow its registered user base of 1.6 million consumers and increase online sales for its website: http://www.iii.co.uk. The company will draw on the expertise of web usability specialist Webcredible, which was selected from eight agencies, to introduce new propositions to its website and integrate emerging Web 2.0 technologies. The success of the new strategy will be evaluated against clearly defined financial and usability targets.

Interactive Investor is the UK’s biggest investment and personal finance website, offering a wide range of financial tools, information and products. Webcredible will kick-off the usability process with a comprehensive evaluation of the website. Webcredible will look at the multiple needs of Interactive Investor’s varied users and provide practical recommendations for improvements. Interactive Investor will then take advantage of Webcredible’s full range of usability services on an ongoing basis, including website evaluation, user testing, focus groups and user-centred design.

Tomas Carruthers, CEO, Interactive Investor, said: “Focusing on our customers and providing a fantastic online user experience is fundamental to the success of our business. We have a large, proactive user base that is made up of many different audiences and by integrating usability into our working practices we can ensure we meet all of their varied needs. Webcredible impressed us with their unique, collaborative approach and in-depth understanding of our market and were the ideal choice to be our long-term partner.”

“Designing your website so that visitors can find what they’re looking for quickly and efficiently is the key to improving sales conversion rates and user loyalty. Companies are increasingly putting usability at the heart of their online strategy, recognising that this is vital to maintaining trust, a positive brand experience, converting visitors to customers and ensuring repeat business,” said Trenton Moss, director, Webcredible.