Tip:
Highlight text to annotate it
X
Why do we use ActiveStandards in Bupa? Well, we’re living in the most competitive marketplace
in history, where digital is at the real heart of that marketplace, and core to that is getting
a great interaction with our customers and our consumers. So, it’s absolutely critical
that we get our digital experience consistent and of high quality. How do we do this within
Bupa? Well, a core element across our 192 countries, which is a major challenge, is
using ActiveStandards. It allows us to do this by enabling our web editors to monitor
consistently and to make changes to our websites to improve that quality of interaction, which
then by default improves the quality of the outcome of that interaction which can either
lead to a better conversion rate, which is crucial, or to a better customer satisfaction
score, which is also crucial. And we use that to help ourselves grow across all our markets
in which we operate. So ActiveStandards is at the core of helping us drive our business
strategy forward which is to put digital at the heart of Bupa.
As a people-focused brand, we are committed to providing a high-quality user experience
that reflects our brand values. At Bupa we believe the great user experience our businesses
offer to clients in the physical world should extend to our digital presence. Monitoring
for and identifying errors help us achieve this because it allows us to eliminate technical
issues, resulting in a smooth user experience, better SEO, a lower bounce rate and longer
site visits, all of which can lead to higher sales. We know the level of compliance we
wish to attain, and the tool checks all of our web content across the relevant criteria,
showing us exactly what we need to do to be compliant.
The strength of our brand is vital to us. ActiveStandards enables us to monitor the
way our brand is expressed online. It’s programmed with many of Bupa’s own brand
standards and monitors our sites to ensure they all adhere to the same rules. We use
data from ActiveStandards for governance purposes, to monitor progress and changes in website
quality over time. The more we use ActiveStandards, the more aware our content editors and creators
become of our own internal standards and the global standards we need to comply with. The
costs savings achieved through increased attention to standards complement the increased sales
that higher quality websites can deliver. I’ve been using ActiveStandards for about
a year and a half now, since we relaunched the website in 2011. I’ve found it really
easy to use and a really useful tool particularly for people who aren’t web-savvy.
We’ve got a very large team of editors and we use a devolved publishing model for the
sites, so there are lots of people editing the site on a daily basis. None of them are
web-savvy or technical experts, they are mostly writers. Being able to keep on top of quality
across the site all the time as well as keeping an eye on people who don’t really understand
how the web works, or what accessibility is or why an error might affect SEO is really
useful.
When I first took over the site it was more from a look and feel point of view and making
sure we had good content and good imagery. I had no awareness of accessibility or SEO
at the time, so it’s been a really good learning tool for all of us. It helps us to
know what those things mean and how they affect the site.
The whole user interface is really easy to use. That’s the best thing for me. None
of us are going to be able to use something that’s really complicated. We just really
like the fact that it’s so easy to use, you can click straight through, find the error
and go and amend it immediately.
Absolutely. Having the style guide integrated has been really useful. It means editors can
think about our guidelines while they’re writing rather than once it’s published.
If they do make an error then it’s picked up straight away and we can correct it.
Definitely – it goes down all the time. It goes up certain weeks, and that’s when
we need to take action. Other weeks its stable and we might need to do a little bit of work
to keep things at the same level. But it has definitely gone down over time so far.
We definitely want to get to zero errors in the future. I think ActiveStandards will definitely
help us get there and it won’t be a laborious task because of that.