The website, like other websites, had been updated several times, affecting both the tracking and thus the data collected. “The correct tracking of data means that we can now draw useful analyses of visitors' behavior on the website. We can now see, for example, where in the purchase flow customers drop off, so we have the opportunity to optimize the flow. The same applies to the claims reporting process, for which we now also have useful data. This way, we can ensure a secure process and ensure that more use our self-service solutions. We can now also see if they get the information they are looking for, or if they leave the page without having their inquiry answered – and therefore instead contact customer service by phone. We want to optimize our website to make the customer journey as easy as possible. It is both cumbersome for the visitors and costly for us when they need to contact customer service,” says Louise Kjær Mansfeldt, Head of Market Development at Købstædernes Forsikring.