Sitecore Helps Personalize Web Experience for Leading Canadian Financial Services Firm.
The Co-operators is a leading Canadian-owned, insurance and financial services organization with more than $40 billion in assets under administration. Within three core areas of operation including property and casualty insurance, life insurance, and institutional investments, the company employs over 5,000 staff members. The purpose of The Co-operators website is to offer a consumer and client oriented destination with simple navigation. The goals of the new website are to actively market products and services, be search engine friendly, leverage social media and offer a suite of on-line services. The firm was eager to use Sitecore’s CMS software because of the superior architecture and robust marketing and usability features.
The underlying structure of the site was developed over five years ago and designed to represent The Co-operators group of companies and connect their branded insurance operations within. The website consisted of eight companies that were represented and over 5,000 pages of content, thus making the navigation complex and not intuitive. The site lacked significant marketing activity and offered limited use of social media. The homepage design was not functional and it was a challenge to provide profile for items deemed important by various stakeholders. The site contained significant content that was not being managed efficiently in terms of updates and/or deletion, and wasn’t focused sufficiently on consumers.
The site was broken down into various subsections, each one catering to a specific type of target persona, called static personalization. Using Sitecore, The Co-operators Group created a secure, login section of the site to offer various online services to their clients. In this section, personalized information is displayed to the client that is specific to their needs.Full integration of social media was set in place including links to various social media channels.
The new design included custom controls, integrated backend systems, and customized aspects such as workflows, search, domain processing, and a page editor. Articles are now reused across the site, in different sections as required. They cut down on content by over 40% and re-thought the way they put information on the web. The agent websites have been revamped to include enhanced quoting tools, coverage options and the rate/claims impact calculator. The team worked with various stakeholders and third parties to establish a well-designed site that is easy to navigate, fresh and exciting. Sitecore delivered superior architecture.
Indicators of the success of the website are a drop of over 50% in bounce rate and an increase in time spent on the site. Website traffic has also increased. Agents using the site claim they are now more willing to send clients and prospects to the website since it is more consumer friendly and easier to navigate.
According to Tim Gapakov, Senior Project Manager, Web, The Co-operators, “One important measure of success is approval from the senior management team. By delivering an excellent product and visitor experience, on time and on budget, we have gained the approval and support we need to continue to develop and enhance the site.”
Solution Special Ingredients:
- Google Analytics
- Load balance VM Environment – Virtual Machines