Introduction.
AIG is a leading global insurance organisation that helps clients reduce risk, recover from setbacks, and realise dreams. De Bono Marketing's partnered experts, were well-placed to help AIG analyse its customer experience through user testing, focus groups, and research conducted by industry specialists. Our agile and flexible team worked closely with AIG to deliver clear insights and highly measured results, scaling up their online insurance product sales. We believe in the power of data-driven decision-making, and this project demonstrated its effectiveness for a major international brand.
Challenge.
AIG wanted to know more about their customers' experience when purchasing an insurance product through their digital channels.
The De Bono Marketing specialist team was chosen to carry out a series of user tests to determine the best route for converting visitors into sales.
Solution.
Our team crafted a content-focused approach to boost brand awareness:
1. In-depth Research:
We used focus groups, user testing in the lab, behavioural science-based evidence, and anecdotal findings gathered from desk-based research to build a picture of customer buying patterns and behaviours. This acted as a reliable foundation for the rest of our innovative work.
2. Customer Experience:
Our team of specialists looked closely at customer pain points and biases when buying life and health insurance online. We then set about creating customer journeys for the different personas on our whiteboards. This enabled us to visualise every possible route, including happy and sad paths, red routes, and potential upsell and cross-sell opportunities. Our creative team then jumped in to create high-fidelity prototypes that could be used to test our ideas on customers and later be developed in an Umbraco solution.
3. Testing:
A fully functional hi-fi prototype was created in Axure to emulate an actual sales journey. Rather than being excessive, we believe that doing so actually saved hundreds of hours of development time later on by ensuring that we could prove that it would work. We spent three days testing with various customer types, and by the end, we knew our thinking was spot on. With our ideas validated, we could begin to refine the creative for the final website.
Gallery.
Results.
+326%
An incredible 326% increase in conversions
+36%
A 36% better understanding of buying patterns
+267%
An increase of 267% in AIG’s positive Net Promoter Score
Conclusion.
Investing in customer experience and user testing requires patience, but AIG has reaped the rewards of working with our De Bono Marketing specialist team through a dramatic increase in conversions. Their go-to-market sales approach is now successfully converting online visitors into sales, and the success of this approach is being rolled out across the business.
What did our client say...
Our tests and reports were so successful, AIG now regularly implements user testing to validate its products and sites before launch.
Team AIG