For Kagool to understand the digital maturity of UK building society websites, a wide range of data needed to be captured and analysed. The data for this report was collated in October 2018 and all information is accurate to the research period.
Our aim was to collate and analyse information on each of the UK’s top 40 building societies to learn how each performs digitally. By measuring key metrics in 8 core aspects of the organisations’ digital marketing activity, we’re able to calculate an overall digital maturity score (%).
The categories measured include:
The top 40 building societies were chosen based on the amount of assets under management, the data was downloaded from the Building Societies Association downloaded on 9th October. Each company is given a score of 0-10 for each category and an overall score of 80. This is then converted into a percentage to give an overall view of how digitally mature the organisation is.
We used Google’s, ‘Mobile-friendly test’ tool is used to test how easily a visitor can use a web page on a mobile device. Each website was given a score based on the Google test results:
Each organisation was given a score up to a maximum of 10. They were awarded 2 points for each of the following calls to action that were applicable to their site:
Each organisation was awarded a score out of 10. They were given two points for each of the following:
Each company was awarded points up to a maximum of 10. They were awarded points for following:
We used SEMrush, a competitive intelligence suite for online marketing, to look at 9 different variables which would affect an organisation’s search marketing.
For each variable we scored the companies that ranked in the top 13 positions 1 point. The next 13 companies received 0.5 points, and the bottom 14 companies 0 points.
The points for each company’s variables were then added up to a possible score of 9. The top company overall was given a score of 10.
We looked at how each organisation uses 5 social media platforms (Facebook, LinkedIn, Instagram, Twitter & YouTube). For each social platform a company was given 1 point if they used the channel. The amount of times a company posted per month on each channel was then counted. The 13 companies that posted the most content on a channel were awarded 1 point the next 13 companies received 0.5 points and the final 14 0. A maximum of 10 points was available per company.
Google’s website speed tool was used to test the mobile website speed of each website on a 3G connection. Each company’s home page was tested twice, and the speeds averaged. Each company started with a score of 10 and one point was taken off for every second a site took to load. For example, if a site took 7 seconds to load they would be scored 3. Any site which took 10 seconds or more to load was given 0 points and their time noted down to provide accurate ranking.
The building societies were scored on five digital tools which can be used to help customers online. Two points were given if the building society had:
Holmesdale Building Society was listed in the top 40 building societies from the data downloaded off the BSA. However, as of the 1st October 2018 Holmesdale had merged with Skipton Building Society. Beverley Building Society number 41 on the list was selected to replace Holmesdale.
Maturity percentages were worked out to three decimal places and then rounded to zero decimal places. This means that while two companies may appear to have the same score their maturity rank may be different. For example, a both companies with a maturity % of 68.125 and 67.5 will show as 68% but one will rank above the other.
We have acted to ensure that the data is as accurate as possible. To ensure that the results were accurate we followed a rigorous and scientific process throughout the study. This included secondary individuals following the same rationale for a selection of building societies to ensure that the same score was reached upon re-testing.
Please note, this is a research piece. Not all the top 40 UK building societies websites have been designed and developed by Kagool. Any imagery taken from the building societies websites and used as part of the report was taken in October / November 2018.