New digital marketing service lifts insurance conversion 15 per cent

A Dutch insurance company has uplifted online conversion rates by 15 per cent through a newly-launched digital marketing solution. FBTO has deployed Magiq Smart and Magiq Prospect across its car, home and health insurance products. Magiq was launched last week to provide a suite of pay-as-you-go, on-demand online services under chief executive Malcolm Duckett, formerly of Speed-Trap.

Jeroen Sijbom, marketing intelligence specialist at FBTO, says: “Providing relevant content on your website to each individual customer is critical in online retail. By using Magiq’s approaches, we are able to do exactly this – we can identify where in the sales cycle individual visitors are and therefore adapt the messaging accordingly.”

Magiq Smart is a trigger-based solution that combines current session activity data with customer history to present relevant web content. Magiq Prospect is a lead generation solution generating lists of returning visitors who are ready to buy, including their email addresses, location and interests. Other modules on offer are a dynamic landing page optimiser, a location-specific content pusher and an automated anti-defection solution that uses session, behavioural and RFM profiles to identify at-risk existing customers on a site.

FBTO is currently evaluating Magiq Retain. Says Sijbom: “If we are able to identify early the customers who read the pages on the terms and conditions to ending their contracts with us, we would be able to proactively contact them and tackle the particular issue they may be having, therefore potentially dramatically reducing our defection rate.”

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