REDESIGN FRONTLINE'S CAR INSURANCE AGGREGATOR JOURNEY

New Car Insurance Aggregator Journey delivers strong results for the BGL Group, one of the UK's leading insurance groups

3rd Time Media has completed the redesign the new Car Insurance Aggregator Journey for BGL Group brands, including Budget Insurance, Dial Direct and ibuyeco.

The objectives of the project were to deliver an optimised user journey to increase conversion and increase the penetration of add-on products purchased through the journey.

3rd Time Media researched the online user journey within the online Car Insurance industry, the wider financial sector and best of breed ecommerce websites across multiple sectors including travel and retail.

From the research, 3TM developed the outline of a user journey, applying ecommerce techniques in page design and layout in order to optimise the journey content above and below the fold, addressing key issues of user expectations with a clear and simple journey.

The journey length was extended to improve the space available to sell additional and relevant products through the journey, with subtle colour differentiation was applied to maximise visibility of call to actions and key messages. David Chan, Creative Director at 3rd Time Media says, "Although there is always nervousness when a journey increases in page, when the users expectations are met at each stage of the process and the journey is simple and intuitive, users are tolerant of seeing additional and relevant content."

Specific consideration to the user journey was applied to the nature of the traffic from aggregators, ensuring the journey matched the user expectations and delivered a consistent message throughout, always matching price when transferred.

Andrew Mackie, Ecommerce Manager at BGL Group comments "This is a step change in our online user journey and we have seen a significant increase in performance. The work carried out to date has bought us in to a strong position in which to grow the business further with a solid structure behind our strategy.

The new journey increased sales conversion; with add on products exceeding all performance based targets.

3rd Time Media's engagement with BGL Group continues on a month by month basis in order to evolve and optimse the user journey for these brands further.