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Legal & General: made accessible Why it matters to our business Why it should matter to every business Dave Wilton Head of Internet, Legal & General David. [email protected] com www. legalandgeneral. com Julie Howell Director of Public Relations, Fortune Cookie Julie. [email protected] co. uk www. fortunecookie. co. uk First European e-Accessibility Forum Accessible on-line services, a benefit for all Paris, 29 January 2007
What we’re going to cover How we approached the project The results • Improved natural search listings • Increased conversion rates • Reduced running costs
Our business case has three key parts 1. There at least 9 million disabled people in the UK • All should be able to buy financial services products from Legal & General. • If 1% bought just one £ 300 policy = £ 27 million. • The cost of making the site accessible pales into insignificance 2. 3. If disabled people can’t buy from Legal & General they will go to our competitors (and we don’t want them to!) It’s the law
Step 1: We audited our existing website We found out how accessible our site was We benchmarked it against our competitors How? • Automated tools (quick, cheap, regular, thorough) • E. g. AIS Web Accessibility Toolbar (IE) • Web developers toolbar (Firefox) • Used a product called Maxamine • Completed real-world user testing
Step 2: We got to know our customers Legal & General has 5, 636, 638 customers in 4, 007, 635 households* The total number of contracts held by our customers is 6, 225, 458* (that’s an average of 1. 59 contracts per household) But we didn’t know… • • What they needed from us What challenges they faced So we asked them * Source Legal & General Corporate website
Step 3: We got to know their habits Web analytics (site drop-offs, browser types, Java. Script, etc. ) • 10% couldn’t get past our homepage • 30% wouldn’t open a PDF Analysed helpdesk feedback • Poor access to online servicing Tracked user data and metrics using Hitwise • Mature users, high proportion aged over 55
Step 4: We discovered what that meant for our business • We were losing sales by turning away customers • Some of our competitors were accessible – we were losing business to them • Other competitors weren’t accessible – we could differentiate!
Step 5: We analysed the UK disabled market • More than 9 million people are registered disabled • 1 in 3 people is aged 50+; incidence of disability increases with age And… • 3 million people speak English as a second language • 1. 5 million people lack basic language skills • 5. 2 million adults have sub-GCSE level English
Return on investment calculator • Avoided costly legal action and bad PR for breaking disability law • Supported brand values • Increased our potential customer base by 9 million • Conversion rates increased by 200% • Maintenance costs reduced by 66% • Natural search listings improved by 50% • Improved customer satisfaction (not one accessibility complaint!) • Scalable • Shaw Trust accreditation for accessibility • Great PR!
See the results at www. legalandgeneral. com