Challenge
- 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
Result
- 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 lv.com as mobile first; chosen as a Google case study