As an expert insurer, Ripe offer five-star insurance for a wide range of sectors including sports, leisure as well as a specialist product for musicians and music teachers, aimed particularly at musicians with a passion for music and a love for their instruments. Their fresh approach and unique product offering have led them to become one of the leading niche insurers in the UK
We were asked by Ripe Insurance to raise the conversion rate of visitors to the website that completed a quote. This was a challenge because Ripe Insurance have a well-established website already, with a good conversion rate. Using advanced biometric technologies to really get under the skin of the target customer, we knew we had the knowledge, tools and skills needed to significantly increase Ripe Insurance's overall revenue.
We knew this one required a hands-on, practical approach so we;
Recruited 10 musicians, who were touring or signed to a record label, to align perfectly with Ripe’s chosen demographic. Once we’d found our participants, it was time to utilise our neuromarketing expertise, to get a better understanding of why these potential customers were making particular decisions whilst using the
Ripe insurance website.
We used eye-tracking, to see the Ripe Insurance brand through the eyes of their customers.
EEG to measure the electrical activity of the brain when looking at Ripe’s music insurance product, we left no stone unturned when assessing how well Ripe’s website is tailored to their target audience.
We even used facial coding, which effectively measured the movement of facial muscles, revealing the response of the subconscious, to ensure we’d really dug down deep.
Our test results were expertly analysed, and we used this data to provide a series of recommendations.
These included some changes for Ripe Insurance to make to the website design, layout, forms and overall user journey towards requesting a quote.
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