Case Studies
Macquarium Increases Online Conversion for GMAC Insurance
THE CHALLENGE: Convert More Site Visitors to Policyholders
In the hotly competitive auto insurance market, any delay in quoting rates to prospective policyholders can undermine chances of winning the business. Like many insurers, GMAC Insurance lets consumers get quotations online.
The conversion rate of quotations to closed deals, however, wasn't meeting management's expectations. To find out why, GMAC Insurance brought in Macquarium.
THE SOLUTION: Get More Prospective Policyholders to Complete the Online Rate Quote Form
GMAC Insurance
After gaining an understanding of the insurer's customers, competitors and partnerships, Macquarium redesigned the online quote form to make it faster and easier to complete. Macquarium's redesign took into account business requirements, user requirements and the constraints of existing back-office systems.
A/B split testing of the new and old forms generated eye-popping results. Consumers completed Macquarium's new form at a 62% higher rate. Based on the performance of the new form, GMAC Insurance predicted a 5% conversion rate, far exceeding management's expectations.
GMAC Insurance and Macquarium didn't stop with revising the form. In an ongoing project to increase customer conversion, the team launched a series of branded landing pages. Each was designed to work with paid search engine marketing to engage prospective customers.