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Optimization Increases Conversion at Admiral Group

As online channels continue to play an increasingly important role in customers’ purchasing journeys, maximizing the opportunities digital media provides is a sure-fire way to further success. Therefore, it comes as no surprise that companies are seizing this chance and seeking ways to improve customer engagement and develop a better understanding of consumer preferences.

We speak to Will Thomas, Web Performance Manager at Admiral Group to find out how optimization is driving change and keeping them ahead of the competition.

So, can you start by telling us a bit about The Admiral Group?

Of course, The Admiral Group is one of the largest car insurance providers in the UK. It was established in 1993 and the Group now has operations in seven countries and over 7,000 employees worldwide. Its portfolio includes some of the well-known UK brands Admiral, Diamond, Confused.com and Elephant.co.uk.

What was it that drove The Admiral Group to work with Maxymiser?

Our Customer Experience Optimization strategy is all about enhancing our ability to test and learn. We need to understand the elements of the site that our customers are actually engaging with and, conversely, the areas where they’re not. Maxymiser enables us to generate that insight and use it to design concepts and campaigns to see if we can increase customer engagement. Now we’re much better placed to understand customer interaction and, by constantly striving to improve interaction, we’re seeing real conversion gains.

What was your plan of action?

In the beginning campaigns we focused on a standard A/B/n methodology. We’re taking a methodical approach so we’ve identified the high impact pages and key landing areas where we can get quick wins. We’re asking the big questions of those pages including what are the first impressions of the site, is the page clear and how are users engaging?

Can you tell us about your first campaign?

The first campaign was launched in 2013 and was conducted on Elephant.co.uk. We chose to see if a change of structure and content would increase engagement on the car insurance quote page. The winning experience managed to display content in a clearer and more digestible manner and therefore did increase engagement and conversion.

Finally, what does the future hold for The Admiral Group and Maxymiser?

It’s looking to be a positive future - our partnership with Maxymiser has helped to make the optimization process simpler and more streamlined. They’ve removed the pressure and have accelerated the pace of change that means we can engage, test and analyze results extremely efficiently. It’s taken the emotion out of testing and because we’re able to experiment with multiple variants, we can test all of our ideas. We are now so much more agile – and can more from an idea to a conclusion in a short space of time.

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