Direct Group - Overview
Increased sales, lower maintenance costs, happier customers.
At this point, we're tempted to use phrases like 'the digital trifecta', but that would be hopelessly pretentious, so we won't. We like simple explanations. And the simple facts are that our work for Direct Group has increased its sales, lowered maintenance costs and made its customers happier. Can't really say better than that, can we?
You can see the website here at: www.directgap.co.uk
Designed to sell
How do you get a 40% boost in sales from only a 15% upswing in visitor numbers?
Well, simple. You focus on the customer: what do they need? What do they want? What will answer their questions and allow them to buy with confidence?
Our design process identified that the old site wasn't great at answering customer questions about such a complex and low-trust product as insurance. The look was wrong too: a dark, techno-hackerish aesthetic does not radiate the sort of solidity and probity that you want from a provider of financial services.
We also saw that there was no feedback, testimonials or review mechanism that would allow external validation that is was a good, reliable and customer-focussed firm. So we added that.
Even though we hadn't changed the underlying customer buying experience at all (that's the next job), we changed the subjective experience hugely. And improved sales doing so.
40% sales boost from a 15% increase in visitor numbers.
Web Optimisation - Well Made Sites Improve Your Profits
Google rewards well-built code. Code that's structured in a way the search engine can 'understand' results in better search-engine rankings. If your content is just a hodge-podge of 'stuff' on the page then Google can't make head nor tail of what's important and doesn't know how to categorise your pages. Google also rewards well-built code 'on general principles'. The search engine uses the quality of the code as as signal of reliability and competence and upgrades you accordingly.
We inherited a site with poor code, replacing it with well-structured HTML garnered a 15% boost in traffic from June - August 2013.
We build good code. You benefit.
15% boost in visitor numbers between June and August 2013 achieved by improving code quality.
Marketing Automation - Email
Most sane people spend most of their time avoiding having to think about insurance. So marketing to them is tricky. Pester them at the wrong time and you'll get spam-binned at best and hauled up before the FCA at worst (Financial Conduct Authority).
So, Direct Group need to be careful only to contact people when they are in buying mode. Typically, this is in the two weeks after they've had a quote, or when their existing policies are just about to expire. And so we built a marketing engine that automatically:
Emails reminders to people who got quotes a few days later: with a unique reference number so that customers can phone up and complete the purchase by either phone or online.
Emails offers and renewal reminders to people 21 days before their policy expires.
Allows specialist messages by product purchased just after they've become a customer to promote cross-sell and upsell opportunities. Selling scratch and dent insurance to people who have insured their new car against depreciation, for example.
Greater customer retention and improved conversion rates for quotes.
Improved customer retention and visitor conversion by delivering the right message at the right time.
Custom eCommerce engine
Insurance products don't fit into an off-the-shelf eCommerce package. They are complicated, with up to 200 variants of the same product depending on excess limits, value of the vehicle and a host of other variables. There's no VAT, but there is IPT (Insurance Premium Tax).
At this stage, you need a custom pricing engine and custom checkout. Not trivial stuff. Direct Group had reached the end of the road with their previous vendor's solution. Inflexible, buggy and almost impossible to maintain: it was time for a change.
We have rebuilt the site on a powerful and flexible platform that allows
New products and services to be rolled out quickly and easily
Whole new sites to be created with a minimum of fuss and issues to market different products and services.
In the pipeline is a trade site for resellers, with differential pricing for each customers, allowing Direct Gap's reseller network to login and put through their sales, with the customer issued white-label policy documents and appropriate notifications as though they were buying directly from the reseller.
Lower costs, more flexibility and improved speed to market.
That's a great set of outcomes.
Greater control, lower admin costs, better customer experience and faster rollout of new products. The benefits of a properly built system.