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  • Transform website with a text/link-heavy, complicated, impersonal experience and legacy information
  • Protect existing strong brand, but redefine as  Britain’s mature, best-loved insurer
  • Provide customers digital comparison engines in a very competitive market
  • Deliver digital transformation in a highly regulated environment on a tight timeline –nine months to understand, plan and build
  • Attract new, younger audiences



  • Improved user experience through a guided, conversational  journey
  • Increased sales/service performance
  • Optimized mobile navigation
  • Supported fast content and new product deployment, partner microsites
  • KPIs:
    • Car insurance Start Quote Rate on mobile up 38.3%
    • Home insurance Start Quote Rate up 25%
    • Page loads 7x faster, cut bounce rate by 7.4%
    • Mobile-first approach drove a 30% online quote rise; mobile conversion up 31%; mobile revenue growth up 12%
  • Google indexed as mobile first; chosen as a Google case study

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