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LONDON, U.K. - 10 May 2012:, one of the UK’s leading insurance providers, has selected IBM to provide greater visibility of online customer behaviour, improve usability of the website and increase conversion rates through cloud-based smarter commerce.
Endsleigh’s aim is to develop a lifelong relationship with its customers. Improving brand loyalty through intelligent web analytics is a vital part of its business strategy. With 95 percent of its business coming from the website, the company needs to understand its customers’ online behaviour in order to make informed decisions when developing content or making changes to the layout of the site. Understanding how customers interact with the website is the best way to produce a positive outcome.
IBM's web analytics for enterprise marketing tracks how long people spend on pages, which pages they prefer and how effective the application process is. This helps Endsleigh to understand and respond to trends on its website rapidly, and be more agile in response to market demands. It also helps to analyse how changes to the site, such as the introduction of special offers, are received by visitors.
By giving Endsleigh a clearer picture of the way consumers use its site, IBM's Coremetrics Web Analytics offering, delivered as a cloud service, is designed to help Endsleigh:
- improve the completion rate of online insurance applications
- accurately target cross-selling and up-selling opportunities
- increase sales conversion
Endsleigh can now also respond in real-time to site visitors who have started but failed to complete a form, offering them support and advice to encourage them to finish the process.
“We operate in a very competitive market, and so it’s essential for us to understand individual customer behaviour in order to make the buying experience as smooth as possible,” said David Pope, eBusiness analyst at Endsleigh. “It is vital that we reduce basket abandonment by making the application process as logical and straightforward as we can. As such, we absolutely view IBM Coremetrics as a business tool rather than just an IT tool; it has clearly been designed to help us deliver a smarter commerce experience to our customers."
”IBM delivered not only a fantastic business solution, but also great consultative support. This software will enable us to create a more strategic online presence based on improved customer insight,” added Pope.
Richard Spong, worldwide insurance industry lead, Smarter Commerce at IBM, said: “While the internet has massively increased the options available to consumers looking to buy insurance, it has also presented a major challenge to the insurers themselves, who need to do everything in their power to stand out from the crowd and convert as many site visitors as possible into customers. By using IBM’s technology to better understand visitor behaviour and anticipate their needs, Endsleigh can increase its competitive differentiation and maximise the revenue stream coming through its site.”
“By taking a Smarter Commerce approach, insurers can obtain deep insights about their customers to better manage their value chain so that they can increase revenue and loyalty. Endsleigh sets a great example of business innovation using a Smarter Commerce strategy,” added Spong.
More information on Smarter Commerce can be found at: http://www.ibm.com/smarterplanet/uk/en/smarter_commerce/overview/
Endsleigh is the trusted brand for student insurance, and the only insurance provider recommended by NUS. Endsleigh is an independent intermediary specialising in the provision of insurance and financial products for career people. Originally founded in 1965 to serve the student market, Endsleigh has since broadened its products and services for graduates and professionals, as well as being the preferred insurance supplier for a variety of trade unions and professional organisations. The company offers a wide range of services including motor, home and travel insurance. Endsleigh also offers business insurance through Endsleigh’s Business team and financial advice through Endsleigh Financial Advice team.
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