Challenge - For years, GMAC Insurance was one of the highest placed ads on the major search engines for top auto insurance related keywords. Driving traffic to the website for the 9th largest auto insurer in the country was not the problem. Once people got to the site, the drop-off rate was extremely high.
Strategy - The solution was simple...increase online conversion. By increasing throughput in the online channel, more prospects would complete the quote form, allowing more policies to be quoted.
Action - By utilizing an AJAX framework, our IT developers and designers built a simple, concise form. Minimizing page re-freshes allowed users to maintain the form from beginning to end.
Result - Completion of the form online went from over 15 minutes to under 3 minutes. This resulted in an increase in online quote conversion of over 30% in a matter of days.
