"We implemented changes on I4M (Ripe Insurance's music product) in August 2019and it’s had a big impact. The conversion rate went from 10.72 to 11.97, which is an incredible overall increase of 11.73%. If this new conversion rate was to be applied to the previous nine months, Ripe would have seen a huge 7.5k monthly increase in revenue*"
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;
1. 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.
2. We used eye-tracking, to see the Ripe Insurance brand through the eyes of their customers.
3. 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.
Ripe Insurance is a specialist insurance company which sees more than one million visitors a year to their website and have no less than 200,000 policyholders on their books.
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.
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