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REPOSITIONING BUSINESS INSURANCE ONLINE

Lead generation website delivery for Premierline Business Insurance

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The challenge


Premierline Business Insurance, a business insurance provider, needed a lead generation strategy and a proposed visual style and structure to underpin the website redevelopment to Adobe Experience Manager.

The new website had to deliver on the following objectives:
• Work within the company’s new brand guidelines and CMS guidelines to reposition the Premierline offering
• Identify and provide a solution to existing friction points within the customer journey
• Retain and improve rankings, domain authority and site search visibility

The Results

+10%

increase in new visitors

+151%

increase in quotes generated

+39%

increase in referrals

  • Premierline Homepage
  • Premierline insurance tabs
  • Premierline knowledge centre
  • Premierline product list
  • Premierline call to action

The Solution


Before any workshops took place a full analysis and testing programme was undertaken to better understand the existing site’s strengths and weaknesses. This included both the analysis of quantitative data, heat-mapping and individual user testing groups within the target market.

Scoping workshops were held with all internal stakeholders to analyse the findings and help define the website requirements and customer journey from the user’s initial research to purchase/enquiry.

Premierline solution image
Premierline solution image

every1 then proposed a series of wireframe layouts and user journey mapping scenarios, before working with the internal development team to develop a number of visual layouts.

Visual layouts were then retested by the target market testing group using clickable partial HTML prototypes to ensure any friction points had been addressed.

Premierline  Website personalisation

Advanced insurance finder functionality

Testing indicated potential customers often struggled to identify the products most applicable to them. Insurance products were matched to trade types and linked to an handy insurance finder tool.

Premierline insurance finder

Customer Engagement

A news and insight hub, with multiple levels of categorisation, was produced to allow the company to engage with existing and potential customers, providing thought leadership on a wide range of business topics.

Premierline knowledge centre fiter system

THE RESULTS


The resulting solution is a well-structured, future-friendly, responsive website that has given Premierline Business Insurance a solid platform on which to implement future service streams and new product offerings.

+10%

increase in new visitors

+151%

increase in quotes generated

+39%

increase in referrals