The Brief:

County Insurance decided to evolve the Insurance4your brand on two counts:

The website did not have the image being a major online insurance player therefore not giving customers the confidence to get an online quote.

This was demonstrated in our visit to quote ratio – we were unhappy with what we perceived to be a lower than average percentage of customers getting a quote after visiting the site.

We decided that Insurance4your needed a major rework – this would include the brand itself, the core USP’s of the brand and a much more modern and professional look of the website. Having previously used TMC, we asked them to help us deliver this strategy.

The Solution:

TMC’s clear direction, taken from market research, a more strategic approach has created a highly successful and growing brand….. The brainstorming sessions in the first instance were very productive. TMC are more than just a design agency, they really understand direct response marketing and the need to differentiate yourselves in a crowded and competitive market.

Initial comments from both employees, underwriters and most importantly end users were very positive. The site had a much more national “big player” presence, it was a lot more intuitive to navigate and clearly communicated the messages we wanted to get across.

The new brand gave us the confidence to start investing more marketing money and time into the brand. Offline, we are now the first team sponsor of Nantwich Town, which is giving us some good PR in the local area. Online, we are now using PPC to drive traffic to the site and also using our other sites to navigate further traffic to Insurance4your.co.uk.

But perhaps the most pleasing aspect of the new site is the conversions. The average visitor time is now much longer and just over 30% of visitors to the site get a full insurance quote which I believe in the online car / home insurance market, competing against huge spends such as Moneysupermarket.com and Gocompare, is a fantastic result. We now sell more policies online than ever before, and many others take policies after a further phone conversation.

Deliverables

• Advertising
• Printed literature
• Digital and online

Results / Links

The net result is that we now have 20x more visitors to the website, and this is something frankly we wouldn’t have executed with our old site as our confidence in the brand and the site itself was not high.