Reliance General Insurance

THE CHALLENGE

Reliance General Insurance’s website lets customers get quotations on insurance plans, manage their policies, and update their information. While many customers were getting their policies offline, the company wanted to move more of its customers online due to lower costs. The digital team at Reliance focused on driving more visitors to the site using a mix of organic traffic and paid advertising. A detailed channel analysis of the different campaigns revealed that these channels offered low cost, yet they suffered from low conversion rates, causing an increase in customer acquisition cost. Improving the conversion rate for the different channels of the various insurance products was essential to sustain the online presence. In addition, visitors to the site were getting frustrated with several usability issues, causing them to abandon the checkout process and opt to call in to get final pricing on their policies. While the digital marketing team at Reliance had the skillset to optimize for organic traffic and paid channels, their attempts to improve the funnel conversion rates were unsuccessful. The site complexity and the never-ending list of priorities for the technical team meant little time to focus on implementing AB experiments. The optimization project was complex because different insurance groups at Reliance had varying requirements. Getting multiple groups to work together on a common goal using a standard process is difficult when dealing with enterprise companies. Prioritizing the different conversion plans and working closely with the technical team was essential to the project’s success.