Project Overview
Having successfully launched Petinsurance.com.au online in 2015 as the 'anti-insurer insurer', Traffic’s digital team was engaged again to add the same unique personality and brand identity to their online quote tool.
Insurance companies, their lawyers, accountants and actuaries (…you know the fun numbers guys!) aren’t known for taking risks when it comes to their User Experience and Interface Design. But Petinsurance.com.au lived up to their mantra and let Traffic have a play.
Project Commissioner
Project Creator
Team
Andrew Begg - CEO / National Creative Director
Matt Smith - Digital Director
Sam Moore - Copywriter/Creative Director
Warwick Gavaghan - Web Designer and Developer
Project Brief
Petinsurance.com.au’s brief laid out the challenge for Traffic.
Design and develop a quoting solution that places the customer and their pets at the centre of the quoting process rather than the legal compliance requirements of insurance. We were tasked with improving the User Experience and in-turn improving and optimising conversion from quote to customer, with particular attention to drop-offs through the sale funnel.
An additional challenged was also added - the quote tool would have to be able to be used in a ‘white label’ situation for up to 20 different brands under the umbrella of the parent company, Petsure. It would have to integrate to both their legacy quoting system and their new, yet to be finished, quoting system’s API. Sure, nothing like a moving target to aim for!
Project Need
So how do you improve the customer experience in the world of insurance legal compliance user centric? You change the way you ask the questions.
Traffic conducted workshops with Petsure’s lawyers, accountants, actuaries and IT system engineers and created a new set of questions to ask a potential customer, that still met the requirements to accurately quote a policy, but made the process of entering private information just to get a quote less intrusive and more personal.
We then completely redesigned the User Interface (UI) to progressively ask the questions as needed, without the need for pages of compliance questions. We focused on optimising the interface for mobile devices, whilst reducing the number of steps from 9 to 4.
User Experience
Following the launch, when combined with improved customer engagement procedures, the change in the UX/UI has led to an over 200% increase in the numbers receiving quotes and has greatly improved the conversion of quotes into policies.
First step abandons are down, the re-engagement of abandons through email campaigns are up, and overall policy numbers have exceeded expectations.
The client has also begun rolling out the Quote Tool as a ‘white label’ product to its other pet insurance brands, increasing their quotes and conversion numbers.
Project Marketing
The new quote tool was promoted on the Petinsurance.com.au website when it launched, emphasising the speed that a quote can now be obtained. The launch was also supported by an integrated eDM, Social Media and Display Banner campaign.
Project Privacy
Traffic early on identified privacy as a contributing factor to the failing of the previous quote tool. By reducing the requirement for personal information just to receive a quote for your pet’s insurance helped increase our quote engagement.
Standard privacy procedures were followed on all submitted policy applications including the collection of personal details and payment information. All management of user data was handled in compliance with Petsure Australia, Hollard Insurance and the Australian financial services requirements. Penetration testing was conducted in-house by Petsure to ensure the Quote Tool was safe and secure.
Digital - FinTech
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