Case Study: The People's Pension boosts tool usage and streamlines member journeys with Optimizely CMS and Experimentation

The People's Pension makes a key tool 42x busier with Optimizely

The People's Pension, a major UK workplace pension provider, faced significant challenges with its outdated WordPress website. The one-size-fits-all site could not effectively serve its different audience segments of members, employers, and advisers. Furthermore, the platform lacked the robust governance, integrated asset management, and audit trails required for a regulated financial services business. To address these issues, they partnered with the vendor Optimizely to implement a new CMS and Experimentation platform.

Working with Optimizely and implementation partner Mando Group, The People's Pension rebuilt its website with a segmented architecture tailored to each audience. The solution integrated key systems and provided the necessary content governance. The results were immediate and impressive: page views per visit dropped by 51%, indicating users found what they needed faster, while download conversions held steady. Most strikingly, visits to a key tool, the annual membership charge calculator, increased 42-fold from 150 to 6,322. Optimizely provided a modern, scalable platform that transformed the digital experience.

The People's Pension