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Bennetts drives sales uplift with launch of new quote journey

13th April 2011 Print

Bennetts, the UK's No.1 for bike insurance, has completed a significant project to overhaul its online quote journey, both for direct customers and those clicking through from a price comparison site. The changes delivered sales rates 72% higher than planned.

Bennetts wanted to ensure that its brand was brought to life for potential customers seeking insurance for their bikes and researched best practice from existing online retailers to ensure that an efficient and effective journey was achieved.

Phase One of the in-house built project involved a new look and feel. A key development was to change the order of the question set so prospective customers could quickly look up their bike and get a quote. The key focus was to deliver a quote in "four easy steps".

New back-end functionality delivered additional flexibility, enabling marketing content to be rapidly changed in line with new campaigns. Pricing promotions and the ability to sell up to nine additional products were also added; these previously involved complex changes.

E-certificates were introduced allowing customers to receive their certificate of insurance via e-mail rather than the traditional mail.

Phase Two delivered a specific focus on Bennetts price presentation pages. This incorporated a new "shopping basket" function providing a summary of purchase details as well as details of any discounts. The price presentation screen delivered an increased focus on the benefits of being a Bennetts customer. A new, separate page offering add-on products (such as leather/helmet cover) was also introduced as part of this phase.

A new level of breakdown cover, along with the capability to accept online voucher codes created more comprehensive options for prospective and renewing customers.

Hannah Squirrell, Marketing and E-commerce Director for Bennetts said: "We knew that improving our journey would have a benefit to sales, but were thrilled with the level of impact it actually had. Although insurance is never seen as a ‘fun' purchase, with Bennetts the customer is buying a well-known, contemporary brand that really understands the biker, and it was important for our journey to reflect that. The changes have delivered increased efficiency, greater flexibility and, ultimately, more sales."