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URL: http://www.uia.co.uk
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Key Industries:
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Financial
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Government / Social / Political
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Motor
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Property
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Retail
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Travel
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Key Sectors:
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Affiliate Marketing
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Analytics
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Content Management
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Design & Build
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Pay Per Click
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SEO
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Usability
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UIA Insurance
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Brief
UIA has over 100 years’ experience as a trusted provider of insurance for trade unions. In 2008, 25% of overall sales were online and 2009 has a target of 34%. With new revenue streams targeting non-union members, and an increasingly competitive insurance industry landscape, UIA needed to invest wisely in their digital channel.
UIA wanted an agency who could understand their unique business challenges, goals and audiences, as well as the online insurance landscape and the most appropriate technology to meet their goals. UIA appointed Aqueduct in December 2007 and continue to work with us to develop and grow their digital channel.
Strategy
UIA’s digital channel needed to evolve from a static information and quoting engine to an integral and dynamic cog in UIA’s business operations. Aqueduct brought together a handful of 3rd party tools and systems to enable the UIA marketing team to continually measure and tweak site effectiveness themselves.
With a mixed audience and complex functional requirements that have commercial impact, it was critical to employ a user-centred approach to design. Aqueduct provided usability insight and conducted user testing of wireframes prior to development, in order to optimise business results.
Execution
We initially conducted a usability review of the existing website, then recommended and implementated EPiServer CMS for improved management of content. Aqueduct did a creative redesign and integrated a 3rd party payment system to allow users to get an insurance quote across a number of different products, and fulfil sales.
We have enabled union-specific as well as shared content for easier management, better usability and improved SEO performance. In 2009, we integrated 3rd party news and enabled the quoting process through insurance aggregator Confused.com.
Results
• Online quotes and fulfilment inline with competing insurers
• Increased site traffic reduces demand for other channels (e.g. inbound call centre)
• Improved sales conversion online
• Ease of use, cost and speed improvements for website updates
• Tighter alignment with brand and identity
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