With over one hundred years of experience in the insurance business, Salus-Ansvar is a well known brand with a focus on products in the premium tier of the market.
Salus-Ansvar wanted a more appealing website that better matched the new brand platform and the higher sales-goals of the company.
The site was remade with a minimalist design, with a clear presentation of the company’s products and a new type of innovate, interactive order forms. The new forms lowered the perceived threshold for customers when buying insurance online, and resulted in a direct sales increase of 12.5%.
How can we sell premium insurance products online, in a market where customers compare prices with other, simpler products
The challenge for the project team was to maintain the competitiveness of the Salus-Ansvar premium offering in a highly price-pressured market. To increase sales, we needed to get customers to understand what is included in the premium insurance products and why the price is higher in comparison to competitors with inferior insurance protection.
Simplify navigation and clarify what is included in the premium product.
The analysis of the target group revealed that customer interest in the products was low and that customers, due to lack of knowledge of how insurance works, found it difficult to find and compare offers. Industry terms, such as “property insurance”, in the navigation was confusing for the customers.
By downplaying obscure terms like “property insurance”, and highlighting the policy names that customers were familiar with, we made the process of finding the right product easy and intuitive.
For the product page, we focused on clearly presenting and explaining what is included in each insurance product. This was done partly to provide the customer with the knowledge and tools to compare insurance products, and partly to justify the cost in relation to simpler products on the market.
Reduce the threshold for buying insurance directly online
A The statistics showed that many customers did not want to go through the long application forms to register for insurance, because most of the fields were irrelevant to them.
Our solution was to develop a new type of order form that presented the customer only with field they needed to find their insurance. For example, if you have no garage in your house, you will not be asked about the size of your garage. The form expanded only when new fields became relevant to the customer. In each section of the form, additional costs for options and product variants were displayed, so that the customer could always see how their choices affected the final price.
When the new website was published, Salus-Ansvar could see a direct increase in sales. The website was appreciated as an information channel by customers, and internally by the organization, as a sales tool.