By taking a deep dive into data we created a personalisation toolkit to help Liberty Insurance improve their KPIs.
How we got personalisation covered for Liberty Insurance
When Liberty Insurance were looking at ways to improve conversion and renewal rates for their motor vehicle cover, they called on our personalisation expertise to find solutions.
Personalisation is definitely not a new concept, but its importance continues to grow. According to an Epsilon study, 80% of customers are more likely to purchase from a brand that provides personalised experiences.
This was something the team at Liberty Insurance were well aware of when they asked us to recommend ways to use personalisation on their site to improve motor insurance conversion and renewal rates.
Their goal was to improve the user experience by recognising returning visitors and allowing them to pick up where they left off, serving up the most relevant content along the way. Our challenge was to come up with ways to achieve it.
Personalisation is an area we feel passionately about, given the role it plays in delivering truly consumer-led experiences through data. Our whitepaper on the subject is among the most visited content on our site. So we were well placed to support Liberty with this requirement.
Our first step was to understand what data was being, or could be, collected across the site, and how we could use it for personalisation. We conducted a deep dive into Google Analytics data and data collected via Acquia’s personalisation tool and produced a detailed summary of what we found.
These findings were fed into a collaborative workshop session with the Liberty team, where we generated and captured multiple ideas for potential personalisation initiatives. These were then prioritised by impact and effort and documented alongside any other data points we would need to execute the ideas.
All the outputs were collated into a toolkit of options for the Liberty team to take forward.
This personalisation toolkit detailed options for:
- The objective for personalisation (e.g. cross-sell of ancillary products)
- Target audience (e.g. under 30s, returning visitors)
- Content or assets required (e.g. pop-ups, banners, videos, data capture forms)
- Data needed to deliver
It covered a range of scenarios, from converting users who’d abandoned the quote funnel, to shortening the customer journey for transactional visitors.