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SOLUTION
By simply changing the way it approaches its customers, ICICI Pru would immediately stand out as the only approachable financial brand. So we decided to shed the omnipresent complex image of the category and talk only the way our customers do. Break things down for them. Be friendly.

Along with the tone, we constructed an easy & effective site flow born out of the visitor’s possible requirements. Hence, whether the customer wishes to understand insurance or read about a product, use the tools or manage his account, he would always be one single click on the homepage away from the respective section.

Special attention was also given to make repetitive tasks simpler and reducing the number of clicks to keep existing customers happy. After all, a great transactional experience on the website would generate not just loyalty but also positive word-of-mouth – "Finally, an insurance website that I understand!"

Key considerations
  • Created a radical website approach that revolutionized how financial brands appear online
  • Achieved a perfect balance between the education & capture of new customers and utility features for existing customers


www.iciciprulife.com
BACKGROUND
The erstwhile ICICI Pru Life website was a run-of-the-mill property with only hygiene features in place - category based segregation, customer login, content links etc.

Feedback showed that while being very extensive on content the website was not easy to navigate. Existing customers had to login for even basic tasks, for which they had to perform at least 7 clicks to get it done. The task was to:
  • Build confidence & trust by highlighting strengths of ICICI Pru
  • Make website intuitive
  • Focus on services and encourage self-service transactions
  • Ensure customers do not miss an advisor while researching / purchasing


INSIGHT
Most customers are usually confused and skeptical about finance as they feel it involves jargon, technical details and lots of research. And today, where time is more precious than money, we can’t expect the customer to be financially updated anymore.


RESULTS

Apart from devising a new way for the entire category to function online, the new website had some very attractive numbers to boast:
  • Bounce rate reduced by 37%
  • Non paid traffic from Google increased by 30%
  • Page 1 rankings for search terms "insurance","life insurance" & "term insurance"

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