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Brief
Endsleigh, the number one student insurance provider, have unveiled a new cutting edge website that will improve customers’ online experience. Designed and built in partnership with e-commerce experts Salmon, the website cleverly understands more about a user’s journey to the site and ensures the content and propositions displayed mirrors the customers’ needs.
Last year Endsleigh carried out a lengthy review of how consumers wanted to buy insurance. As a result, the Board which includes two representatives from the National Union of Students (NUS), decided to close its branch network and invest in its online offering and regional call centres.
Ian Passmore, managing director of Endsleigh said:
“Endsleigh prides itself on understanding its customers and their insurance needs. The system has, therefore, been designed to allow us to display more relevant and targeted propositions. It can also be used by our underwriters to develop more competitive offers. Customers will benefit from a website which is streamlined and easier to navigate, and also from specifically tailored products and advice designed to suit each individual.”
Strategy
Endsleigh prides itself on understanding customers and their needs. The solution needed to be designed to allow Endsleigh to display relevant and targeted propositions, and additionally allow underwriters to develop competitive propositions and offers.
Execution
The website’s design and experience based architecture is centered wholly on customer needs. The innovative solution leverages a unique “recognition system” conceived by Endsleigh and developed, implemented and integrated by Salmon, which intelligently determines which content to display to any given customer segment.
The system recognises the customer’s journey into the site using their chosen search term to better understand their needs. A customer searching for a specific cover requirement, such as ‘cheap car insurance’, in Google will no longer be subject to generic propositions. The Endsleigh webpage displayed will be 100% tailored to that specific request.
For returning visitors, the solution automatically checks what knowledge Endsleigh already holds. Importantly this ensures customers are not only given access to the detail of their cover and claims advice, but also visibility of complementary products and offers or discounts applicable. For example, travel policyholders can be given up to date information and advice about issues affecting their travel (e.g. travel destination information) or perhaps information about health issues in specific countries.
Customers purchasing over the phone are invited to create an online account which securely stores their personal documentation and details. When the customer revisits the site to view their documents, makes a change to their policy or gets claims advice, the system will automatically recognise them and display their own personal homepage.
Ian Passmore continued:
“The website has been designed to provide our customers with a much more personal and intelligent service. The idea is all about matching our customer’s requirements to the relevant product information and advice.”
Salmon have developed Endsleigh’s new eCommerce platform leveraging Microsoft Office SharePoint Server and Microsoft Web Content Management.
“Using Sharepoint’s web content management capabilities we can easily and immediately adapt customer journeys, so that they are reflective of relevant external events. For example, we are able to quickly provide motor policyholders with the latest information on travel and weather conditions, as well as direct them to relevant contact information in the unfortunate instance they need to make a claim.” Jennifer Day, Online Sales Performance Manager, Endsleigh.
Early online analytics demonstrate promising gains, supporting Endsleigh’s eCommerce strategy. Bounce rates have been reduced by up to 36% and there has been a 12% uplift in web page visitors. SERP rankings have improved by up to 6 places for key motor, home and student products whilst clients have been logging into accounts more often (logon rate up 8.5%).
• There has been an increase in client logins to their online account by 8.5%
• Search position for car insurance has gone up 5 places
• Our search position for home insurance has gone up 6 places
• Our search position for travel insurance has gone up 5 places
• There has been a 12.5% increase in page visitors
Results
Endsleigh’s diverse customer content including documents, web pages, video, photos, and reviews are now managed via a central repository. This ensures better knowledge sharing, improved customer communications and increased process efficiency. For returning visitors, the solution automatically checks what knowledge Endsleigh already holds. Importantly this ensures visitors are not only given access to the detail of their cover and claims advice, but also visibility of complementary products and offers or discounts applicable. Other benefits include:
• Streamlined and simplified navigation
• Capability to implement affinity partner strategy in areas such as co-branded landing pages and white labeled services
• Access to business tools that allow Endsleigh staff to manage and update the entire online solution themselves, whilst following approval cycles to meet FSA regulation
• Personalisation that allows Endsleigh to promote tailored products and advice designed to suit each individual and complementary products, offers or discounts
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