The project
Helvetia is a company with more than 160 years of experience in the insurance sector. They offer personalised life and non-life policies for their clients, which can be individuals, small and medium-sized enterprises (SMEs) or large companies.
The changes and growing competition within the insurance sector require Helvetia to initiate a process of digitalisation of the company. This includes the launch of a digital sales strategy to impact an increasingly connected public that seeks to streamline and simplify the processes of purchasing or contracting a product or service.
The aim of the project is to reach this new user profile through a multi-channel strategy of campaigns and organic positioning.
Challenges
-
Publicising Helvetia in the digital environment -
Attracting qualified leads -
Measuring, analysing and long-term forecasting
The solution
In order to meet these challenges, Izertis proposed a strategy based on two fundamental pillars:
Branding. One of the main objectives of the strategy is to make Helvetia known in the digital environment. That is, in search engines, specialised media and social networks, among other spaces. These campaigns are a fundamental part of achieving the business growth objectives. The brand, as it generates awareness and visibility, becomes more recognisable to users, which is key to generating trust and securing new policy contracts.
Performance. In a second phase, campaigns were configured with a direct focus on conversion. In other words: the generation of quality leads or direct sales from the website.
In both phases, users land on a landing page specific to each product and fully focused on conversion.
All of this is accompanied by an analytical configuration, another fundamental part of the strategy thanks to which data is collected to optimise campaigns, create A/B tests or propose CRO actions to improve conversion data and, therefore, increase the return on investment.
The result
This strategy has increased the impact and positioned Helvetia as one of the leading companies in the insurance sector. Thanks to the data provided by the analytics, the CRO tests and the optimisation of the campaigns, an increase of more than 300% in the conversion rate has been achieved.
These results have contributed to the company's increased product offerings and successful launch campaigns.
