Content:
CHALLENGE
An insurance company wanted to determine the best way to present a new insurance product for small business owners during the online quote request and purchase journey.
APPROACH
We conducted a series of remote in-depth interviews with a variety of small business owners.
In order to understand how different presentations of the new product impacted their decision, we explored the end-to-end purchase journey to identify key touchpoints for delivering general and specific information about insurance products.
OUTCOME
- Discovered the necessary and required information for making a purchase decision and developing customer loyalty and trust
- Identified the criteria for influencing a successful upsell
- Redesign of the quote path to ask questions that reinforced trust that the quote was tailored to their industry resulted in a 300% increase in quote click-throughs
