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RENTA 4 BANCO: IMPROVING USABILITY AND USER EXPERIENCE
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a positive experience on any website depends, to a large extent, on the quality of its search engine. We trust in Yext and Adobe to ensure this experience is adequate with the natural language intelligence system that this platform applies to its knowledge graph to improve daily use
The challenge
Improving search functionality on 8 websites
Renta 4 lacked a natural language search on its 8 websites. This project, led by the bank’s marketing and innovation area, aims to allow users to make queries about products, articles, offices, or frequently asked questions within the website. To achieve this, the integration of a that would integrate with its current technology was necessary. Its web pages are developed with the component-based Adobe Experience Manager (AEM) CMS.
This project is the first implementation of this advanced search engine among Spanish banks.
Alex Baixas, CMO of Renta 4, comments that “a positive experience on any website depends, to a large extent, on the quality of its search engine. We trust in Yext and Adobe to ensure this experience is adequate with the natural language intelligence system that this platform applies to its knowledge graph to improve daily use”.
Yext was the suitable technology for the project set up, a search engine with a database knowledge graph, which allows not only for the information to be available but also to establish relationships between entities to answer complex questions.
How we did it
Introduction of natural language searches
Yext was the suitable technology for the project set up, a search engine with a database knowledge graph, which allows not only for the information to be available but also to establish relationships between entities to answer complex questions. Thanks to this search engine users can ask questions colloquially and receive appropriate results for their search intention. For example, when asking a question about how to invest in funds, depending on the intention, the search engine can provide more educational content first (e.g., an article about the investment), recommendations of the best funds recommended by Renta 4, or different products from its portfolio.
It is important to note that everything is integrated with the Adobe site, so there is no need to type the information into the knowledge graph manually. Instead, it is incorporated with the web page manager (AEM). Thus, if a web page is created within one of the portals for a new product, this information enters directly into the network so that it can appear in searches.
This is a 100% configurable solution in which the bank can adapt the results and their typology to be displayed.
In addition, the user experience of the interface is also configurable. This allows, for example, to add CTAs or buttons on related products that connect directly to the landing page of each product.
The result
Monetisation, flexibility, agility, and scalability
Company
- Thanks to the integration of the new search engine to facilitate natural language searches, together with the possibilities of configuring results and UX, Renta 4 obtains numerous benefits, from we can highlight:
- Prioritisation of the visibility of certain products.
- Improved user experience and usability.
- Lower abandonment rate.
- Higher conversion rate by reducing the number of clicks in the customer journey when looking for something specific.
- Knowledge of the user’s interests improves the results obtained and provides information for other types of decisions on products or core aspects of the entity.
- Reduction of teamwork, thanks to the integration between AEM and Yext.
Technologies
Technologies
