The new website of Sberbank will look for users

On April 2, 2015 became it is known of translation of site of Sberbank ^[1] is transferred to a technology platform of BackBase^[1].

Project Results

The platform provides a number of useful properties for users:

• adaptive design under all devices (smartphones and tablets)
• possibility of setup of the website by the user under the requirements using widgets.

Services and calculators became more comfortable.

Veta-versiyu the website Sberbank provided to users of the website at the beginning of December, 2014.

Representation of functionality of the website SB, 2015

"The new platform does interaction with the website for our clients much more conveniently. And for the account providing the personalized offers which can interest users we can increase efficiency of promotion of services of bank", – Nikita Volkov, the senior vice president of Sberbank noted.

The project began in July, 2014, and by December 1 the new website of Sberbank was started in the test mode. During the project specialists of AT Consulting were responsible for development and upgrade of the existing services of the website, including such popular as selection of transfers and calculators on main products and also for implementation of new functionality.

"The Backbase CXP platform provided in a magic quadrant of Gartner until now was practically not used in Russia by such large organizations as Sberbank of Russia. In very short time we needed to provide effective interaction of all participants in the different directions – design, development, infrastructure, testing and implementation. Probably, it also was the most difficult, but also most fascinating part of the project", – David Martirosyan, the director of practice of insurance and bank solutions of AT Consulting company told.

the Website of Sberbank will monitor users

On April 2, 2015 it became known of additional opportunities of a new resource of Sberbank - the website will automatically collect all available behavioural information on the user, up to tracking its activity outside the website of bank^[2].

According to Anatoly Novozhilov, the head of department of digital channels of communication of Sberbank, from 83 services which operate on the website as of April 2, 2015 a third is significantly finished under resources of the new platform, a part is created from scratch.

"Essentially new appeared opportunity is a personification of the website when we can configure the offer of content, proceeding from the fact that we know about the specific user" — Anatoly Novozhilov emphasized.

Accounting of data of search query on which the person came on a resource of bank, accumulation of data on the history of its movements according to pages of the website during the previous visit means, for example. Again having glanced on pages of the website, the visitor first of all will see content which, according to Sberbank, is of bigger interest to it.

In the aspiration to increase in level of targeting of the offer, Sberbank intends to consider activity of the user and out of the website of the organization — what sites visits in what subjects it is interested.

It will be implemented by means of reading of cookie (portions of text information which the server transfers to the browser) — by means of metrics of Google and "Yandex". It is possible to prevent it, having prohibited to fix cookie in the browser.

"But such marginal persons are not enough" — Anatoly Novozhilov is sure.

Certain design completions upon transition to the new platform nevertheless were required to the website. They were performed by the Dalee Internet agency which in the first of July, 2014 was recognized by the winner of the corresponding tender, having reduced the starting price from 15 million rubles to 13.74 million rubles. As the competitor of the company on the tender Ingeydzh Ltd acted.

Several days won similar tender for development of functionality of the website later AT Consulting, having suggested the customer to implement the project at the price reduced more than twice in comparison with the starting amount — for 23.96 million rubles instead of 50 million rubles. The companies Atos and "Software product", the expressed readiness to perform works for 46.6 million rubles and 46.8 million rubles respectively were rivals of the winner.

As of April 2, 2015 monthly load of a resource makes 33.5 million visits a month (about 18 million unique users). Bank representatives claim - it is the 15th in value audience among all Russian websites.

Sberbank specifies that a choice for benefit of the Portal R5 platform was made three years ago. The bank did not begin to give an assessment to the known sanctions risks connected with a foreign origin of Backbase company.

Notes