Rudder is a Web 2.0 service that reduces the effort required to manage personal finances. This free online system simplifies complex financial information and delivers emailed account snapshots and graphs to help users make better financial decisions.
Rudder management worked with us because the conversion rate on their website was below their expectations and, in order to meet business objectives, they needed to quickly improve the conversion rate of the sales funnel.
So, rather than tweak the website and make “opinion-based” changes, management chose to make data-driven decisions by running statistically valid experiments (smart!).
MarketingSherpa (my favourite online publication, hands down!) published an excellent write up of the Rudder case study here. Rudder’s is the fourth WiderFunnel case study they selected to publish (others include Tourism BC; SAP BusinessObjects; and Safe Software).
(In case you don’t know, MarketingSherpa is a research firm specializing in tracking what works in all aspects of marketing – and what does not. They have hundreds of thousands of subscribers… I have been reading their publications for about 10 years… so I am pretty sure I must be “subscriber number 3”)
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