Page Design With PersonalityHow we improved the performance of a Life Insurance Page
About the project
Rate Detective have a quirky brand, however we noticed the main product pages were missing a personal touch! Especially when we compared them to others in the insurance space. Therefore we had a chat to the team and presented our idea to reinvent the Life Insurance page and ultimately make it a top performer.
We started by considering…
- What is happening in the market?
- How do we compare?
- How could we do better?
- Is the page engaging?
- Can people see the logo?
- Why would they get a quote?
- What is their next step?
We noticed many in the insurance space were shifting towards greeting customers with their brand personality- think iSelect, Compare the Market, even the main insurers were adding a personal touch. With a brand which centred around the concept of a detective, the opportunity to create this level of engagement was evident. By giving more thought to the ‘Rate Detective’ we could create a page which was a more engaging and positive experience for the online customer.
Beyond this we also had to consider what people really want to know when they hit the page. We had to consider how we could condense the information of a highly complex product into meaningful bit-size chunks. And while doing so, minimise the distractions so people were greeted with a friendly, simple, quick fix.
- Search and online advertising strategy
- Landing page design and optimisation