Salmon implement new intelligent eCommerce website for Endsleigh Insurance
16 February 2010
Salmon, specialists in delivering eCommerce solutions today announce the complete implementation of a new intelligent eCommerce website for Endsleigh Insurance Services Ltd, the number one student insurance provider. Endsleigh chose Salmon to ensure its customers benefit from a truly exceptional online experience that includes the ability to purchase insurance & financial products and services directly via the internet.
Ian Passmore, Managing Director of Endsleigh said:
“Endsleigh prides itself on understanding its customers and their insurance needs. The solution has, therefore, been designed to allow us to display more relevant and targeted propositions. It can also be used by our underwriters to develop more competitive propositions and offers. Customers will benefit from a website which is streamlined and easier to navigate and also from specifically tailored products and advice designed to suit each individual. Salmon demonstrated a high level of technical expertise and a comprehensive understanding of the insurance market and their passion and skills have helped us meet our vision to make endsleigh.co.uk an eCommerce website which can exceed customer expectation and help us lead the market when it comes to purchasing insurance online.”
Neil Stewart, Commercial Director at Salmon said, “With its new eCommerce platform and website in place, Endsleigh is at the forefront of digital innovation within the insurance sector. Too often online experiences are one-dimensional and treat all customers the same. But Endsleigh has taken the opportunity to ensure its website is not only flexible, but also the centre-piece of its customer interaction strategy.”
*Early online analytics demonstrate promising gains, supporting Endsleigh’s eCommerce strategy. Bounce rates have been reduced by up to 36% and there has been a 12.5% uplift in web page visitors. SERP rankings have improved by up to 6 places for key motor, home and student products whilst clients have been logging into accounts more often (logon rate up 8.5%).
The new website’s design and experience based architecture is centered wholly on customer needs. The innovative website leverages a unique “recognition system”, conceived by Endsleigh and developed, implemented and integrated by Salmon, which intelligently determines which content to display to any given customer segment. For returning visitors, the solution automatically checks what knowledge Endsleigh already holds. Importantly this ensures visitors are not only given access to the detail of their cover and claims advice, but also visibility of complementary products & offers or discounts applicable. For example, travel policyholders can be given up to date information and advice about issues affecting their travel (e.g. travel destination information) or perhaps information about health issues in specific countries.
The eCommerce platform supports Endsleigh’s strategic vision to support Affinity partners by allowing them to build co-branded landing pages, and white labeled services. Endsleigh staff can manage and update the entire eCommerce platform and websites themselves, following approval cycles to meet with FSA regulations.
Salmon have developed Endsleigh’s new eCommerce platform leveraging Microsoft Office SharePoint Server. Using Microsoft’s Web Content Management capability, Endsleigh’s diverse customer content, including documents, web pages, video, photos and reviews are now managed via a central repository. This ensures better knowledge sharing, improved customer communications and increased process efficiency.
“Using Sharepoint’s web content management capabilities we can easily and immediately adapt customer journeys, so that they are reflective of relevant external events. For example, we are able to quickly provide motor policyholders with the latest information on travel and weather conditions, as well as direct them to relevant contact information in the unfortunate instance they need to make a claim.” Jennifer Day, Online Sales Performance Manager, Endsleigh.
Salmon delivered the new eCommerce platform on-time and on-budget, and engaged with Endsleigh after winning a competitive tender.
Statistics as of close of business 15th February, 2010
Page Bounce rates post go live:
- Home Page, decreased by 19%
- Motor Landing page, decreased by 18%
- Home Landing page, decreased by 23%
- Travel Landing page, decreased by 16%
- Student Landing page, decreased by 36%
- There has been an increase in client logins to their online account by 8.5%
- Search position for car insurance has gone up 5 places
- Our search position for home insurance has gone up 6 places
- Our search position for travel insurance has gone up 5 places
- There has been a 12.5% increase in page visitors
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 is now the preferred insurance supplier for a variety of professional organisations, offering a wide range of services including motor, home, student and travel insurance.
Endsleigh also offers business insurance through Endsleigh Business Insurance Services and financial advice through Endsleigh Financial Independent Tailoring.