2016 The National Notary: Internet Prospect Conversion Strategy
Nationale Notaris is a Dutch chain of notaries that has one joint website for its acquisition. One of the most important questions in acquisition is in what way(s) a prospect can be converted into a customer (the ‘conversion’).
To test this, a web questionnaire was developed for prospects, the question being whether the questionnaire was reliable. The questionnaire was given the title ‘recording the wishes of cohabitation partners’.
Objectives were:
- ‘life events’ (possible future events that may affect cohabiting partners); this included 5 ‘Drivers’.
- the influence of being able to talk with others about the future (with 9 Drivers).
- the financial aspects of society (with 6 Drivers).
The developed ‘scan’ (see next page) proved to be valid/reliable in the test phase and was put into practice via the website.
In principle, such a scan via a web portal can lead to higher conversion. But this is not true for all types of products/services. For a web portal (which is a ‘fast’ medium) a questionnaire can also be inhibiting.
If a web questionnaire has a relatively large number of items and/or the core of the product-customer relationship is not suitable for a web questionnaire, there is a probability that the result will be a lower conversion.
If the result of the test project would be negative, at least the positive effect would be that a targeted search for alternatives to increase conversion could be started. And that was the case with this project.
(fake data have been used in the RP-Matrix® and Table on the next page)
