Insurance Online do exactly what it says on the tin – they sell insurance products online. But launching a new player into a market dominated by price comparison giants and legacy providers required more than a good name.
Insight
Launching a Niche Insurance Brand with a Hyper-Optimised Digital Funnel
With sky-high PPC costs (up to £60 per click), complex underwriter constraints, and consumers that don’t love insurance at the best of times, we had to find a competitive edge – fast.
Strategy
We began by working backwards – understanding how consumers behaved by product type. Our insight? User behaviour was radically different depending on the policy. Taxi drivers were 7x more likely to call than submit a form. Campervan owners were 250% more likely to fill in a form than try an online quote tool.
We designed a sprawling yet efficient website structure that tailored each journey to the product type and audience behaviour. Each user experience was fully responsive and designed to maximise conversion on any device.
Behind the scenes, we linked quote abandonment to CRM alerts and triggered automated emails to follow up immediately. With such high CPCs, we also created a closed-loop attribution model, measuring ROI down to keyword level, matched to the profitability of the actual policy taken out.
Delivery
Driving conversion through behavioural insights, mobile-first UX, automated CRM workflows, and a data-driven PPC and landing page strategy.