Case Study: Metropolitan Police achieves 25% more online users and £9 per-transaction savings with Optimizely

Metropolitan Police Service get 25% more people to go online

The Metropolitan Police Service, responsible for policing Greater London, needed to move beyond a basic publishing site and create an operational online police station that could deliver localised, accessible services to more than 7 million residents. The challenge was to provide end-to-end, user-friendly digital routes for crime reporting, licence applications and community information, reducing reliance on front desks and call centres while meeting accessibility and mobile requirements.

Working with Optimizely partner CDS, the Met rebuilt its site using a CMS with open APIs and a bespoke forms engine that guides users through logical, branched workflows and surfaces Safer Neighbourhood Team–specific content. The result: a 25% shift of interactions from call centres to the website and an estimated cashable saving of about £9 per online transaction, while delivering a truly localised, accessible service.

Metropolitan Police