The customer is king. Offering a good user experience online can help companies increase sales and conversions, enhance brand awareness and perception, increase Google search rankings, and also reduce the costs of development and support.
Suffering from low conversions and high bounce rates, Adler Insurance quickly realised that their potential customers were not finding the information they wanted on their website. In need of a drastic change, the company approached LHM to launch an informative and engaging website with a responsive design.
We sat down with the client to first and foremost gain a deep understanding of their target audience – what their ideal customers need and value – in order to pinpoint what the optimal user journey would look like.
LHM Senior Account Manager Tasleem Malik looks back at the process: “Whilst trying the approach we initially pitched, we were tackling many issues with surfacing content. We decided we had to stop and work on the end solution we wanted and the best way to get there.
We realised that by not focusing on the products and services, and instead concentrating more closely on how consumers would search for insurance, we were able to create a really tailored and integrated website. This allows Adler the adaptability and control over what is served to the consumer wherever they land on the site.”
The site structure was flipped on its head to design a strategy with the consumer at the heart of it in order to improve the quality of interactions with and perceptions of Adler products and services.
The result? A more focused site split into two main areas: Business and Personal with Financial Planning streaming through both, making the website much more appealing to their target audience.
“The added layer of being able to target and cross sell products was employed, navigating consumers through the site more closely whilst all the time prompting them to get in touch with Adler”, said Tasleem.
The newly implemented website features an elegant design with powerful images tailored to each section, and offers current and potential clients the four crucial elements of user experience: value, usability, adaptability and desirability.
See the recently launched website at www.adlerinsurance.co.uk and let us know your thoughts on Facebook, Google+ or Twitter.
