How Google Analytics 360 helped improve Progressive’s mobile performance
Case Study

How Google Analytics 360 helped improve Progressive’s mobile performance

Progressive prioritizes mobile improvements

Progressive’s website has been consistently recognized by industry leaders as the best site among leading insurance carriers since 2004. And with the rise of mobile, Progressive wanted to be sure it had an industry-leading mobile app as well.

The company set out to evaluate its existing software to provide the best user experience possible. It needed to determine which improvements would help acquire new customers and increase customer loyalty.

To do this, Progressive needed sophisticated analytics that would give it a better understanding of customers’ mobile preferences and behaviors. The insurance leader turned to Google Analytics 360 and Google Tag Manager 360 to handle its analytics needs so they could quickly make informed decisions about optimizing the app experience.

Seeing mobile customer behavior

While Progressive wanted to create a frictionless experience on every mobile device, testing every combination of device and operating system on the market was not feasible. It needed reliable information and analytics to prioritize and optimize testing efforts.

Analytics 360 helped Progressive identify operating systems and devices that customers were actually using. Analytics for mobile apps collected information about mobile behavior; Tag Manager 360 was a flexible tag implementation solution; and the Analytics 360 integration with BigQuery showed in detail how people interacted with the app.

By collecting details about user behavior in the app and mapping them into session-based reports, Progressive could create a custom report revealing the top mobile device brands, models, and operating systems for its customer base. Insights gained from this report helped the company prioritize the most important mobile combinations and reduce testing time by 20%.

The Analytics 360 user interface lets us easily understand the consumer experience on apps. Both our IT and business organizations rely on these insights.

Kaitlin Marvin, Digital Analytics Architect, Progressive

Higher confidence, lower crash rate

Next, Progressive focused on improving satisfaction with the mobile app by minimizing app crashes. The company needed to identify when users experienced crashes to resolve issues as quickly as possible.

The Analytics 360 and BigQuery integration gave Progressive access to back-to-back information about users’ in-app actions. With this information, Progressive could investigate and resolve problems by examining the actions people took immediately preceding a crash.

In one instance, the company linked the cause of a major crash to a server-side issue by looking at records generated a few milliseconds before the reported problem. Armed with concrete information, they took action and fixed the problem — fast.

Easier access, greater security

The third step for Progressive was to make sure that people could easily access the app while still maintaining security. To improve successful logins, the company looked at how users behaved when login attempts failed.

The app was designed to lock people out after five failed login attempts, instructing them to restart the app and try again. Progressive thought that people might not know how to restart the app or find their login information, in which case the “lockout” screen wasn’t doing much to help them regain access.

To investigate, Progressive used the custom funnels feature in Analytics 360 to visualize the login path. It found that a large percentage of customers who were shown the “lockout” screen never logged back in.

With suspicions confirmed, Progressive worked with developers and user experience experts to make changes. Now when users are locked out, they are directed to a “Forgot password” page that reduces frustration and makes it easier to regain access. With this improvement, successful logins increased by 30%.

Tag Manager 360 for Mobile Apps allows us to deploy new custom dimensions and add on-demand messages to customers without pushing a change to the app store.

Kaitlin Marvin, Digital Analytics Architect, Progressive

Planning for the future

After seeing how the Google Marketing Platform helped substantially improve its mobile app experience, Progressive plans to use Tag Manager 360 in more creative ways. For example, in the past, the company received negative feedback when people weren’t notified about scheduled maintenance and experienced unexpected service interruptions. Progressive intends to use Tag Manager 360 to quickly publish maintenance alerts that warn customers of outages ahead of time.

Improvements like these demonstrate a consideration of people’s needs. Offering best-in-class service through all channels, including mobile, keeps Progressive customers happy and loyal.

As bottom-line business results are communicated throughout the organization, more of Progressive’s business units plan to adopt the Google Marketing Platform to pursue customer-centric strategies.

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