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   The Client A large Midwest insurance agency relied heavily on their website for lead generation. The Challenge While their online advertising initiatives were effective in driving people into the quote process, 19% dropped out and never completed the quote. In a highly competitive category like auto insurance, every lead counts. They did not want to pay to drive a lead to the site only to have them leave, for whatever reason, before receiving a quote for coverage. The Solution Optimal iQ installed the Rebound system on their website. The home page was redesigned to capture the email and zip code earlier in the quote process. This information dropped into the Rebound system. Using NetTracker as the data driver, Optimal iQ monitored customer progress though the system capturing information on those dropping out. The Rebound system would then send a friendly reminder to those dropping out at various points in the process and at various time intervals. After some analysis, Optimal iQ determined the ideal interval and messaging to optimize response rate. The frequency was adjusted and the design team modified the messaging. Each modification and adjustment was tracked through the Rebound system. The Result After the four week optimization period, the results were in. Of those who had dropped out during their initial visit, 21% returned to the site. Two thirds completed the quote process and 27% of those became customers. The result was a 3.8% increase in revenue attributed directly to the Rebound system. |
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