Liberty Insurance sought to enhance the performance of their motor vehicle cover offering by improving conversion and renewal rates. To achieve this, they needed a more personalised experience for their website users, recognising returning visitors and offering relevant content. Cohaesus stepped in to provide a comprehensive personalisation strategy aimed at boosting key performance indicators (KPIs) by tailoring user experiences based on data-driven insights.
The challenge
Liberty Insurance wanted to leverage personalisation to improve user engagement, conversion rates, and renewal outcomes for their motor insurance products. Their main challenge was to offer a more tailored experience for returning users, allowing them to seamlessly continue from where they left off, while serving up relevant content to help with decision-making. Additionally, they sought effective ways to cross-sell ancillary products.
The key objectives were:
- Increase conversions from first-time and returning visitors.
- Improve renewal rates by delivering personalised content.
- Optimise user journeys for a smoother, more engaging experience.”
Our approach
- Data Discovery
We started by analysing the existing data from Liberty Insurance’s site. This involved a deep dive into their Google Analytics data and the personalisation capabilities available through Acquia. We identified key data points that could be used to drive personalisation, ensuring a clear understanding of what was currently being collected and what could be further leveraged.
- Collaborative Workshops
Our next step was to hold a workshop with the Liberty Insurance team, where we brainstormed and captured ideas for personalisation strategies. These ideas were then prioritised based on their potential impact on the business and the level of effort required for implementation.
- Personalisation Toolkit
The outcome of this process was a comprehensive personalisation toolkit for Liberty. This detailed the key elements needed to create a personalised experience, including:
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Objectives: Identifying key goals like cross-selling products or improving the quote completion rate.
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Target Audience: Segmenting users by age, behaviour, or returning visitor status.
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Content and Assets: Recommendations for pop-ups, banners, and targeted messaging that would be relevant to each user segment.
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Data Requirements: A guide to the data needed to drive these personalisation strategies effectively.
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Implementation Roadmap: We created a phased roadmap to allow Liberty to implement these personalisation strategies gradually. This ensured they could track the impact of each change and make iterative improvements to their approach.
Testimonial
“At Coherence, we are passionate about creating personalised, data-driven experiences that put the user first. Our work with Liberty Insurance was no exception. By leveraging the right data and collaborating closely with their team, we were able to craft a toolkit that would help them meet their goals of improving conversion and renewal rates. The result is a personalised approach that helps Liberty Insurance better connect with its users and drive measurable business impact”.
Julian Tedstone
Managing Director, Coherence
The Outcome
The personalisation toolkit developed by Cohaesus gave Liberty Insurance a clear, actionable strategy to improve their motor insurance conversion and renewal rates. The toolkit empowered them to:
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Increase Conversion Rates: By recognising returning visitors and tailoring content to their specific needs, Liberty Insurance could better guide users through the quote and purchase journey.
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Enhance User Experience: Visitors now enjoy a more streamlined, relevant experience, increasing engagement and satisfaction.
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Boost Operational Efficiency: The roadmap provided a phased approach, allowing Liberty to implement personalisation at a pace that suited their team’s resources and objectives.
About Liberty Insurance
Liberty Insurance is a trusted provider of motor, home, and other insurance products, dedicated to offering customers across Ireland and Northern Ireland competitive and reliable coverage. With a strong focus on customer service, Liberty Insurance provides flexible policies designed to meet the diverse needs of individuals and businesses alike.
