Less friction. More people moving forward.
Reworking an aviation insurance journey so people could complete an application with greater ease.
Digital experience & campaign coordination
Canada · Aviation insurance
Reported increase in conversions
Aviation insurance landing page with a clear route to a quote.
The problem worth solving.
An inefficient insurance application took approximately 50 minutes to complete. The digital journey needed to become simpler while meeting the needs of customers, sales teams and a large organization.
Start with the customer’s friction.
Focused on the application journey and the time required to submit information, making usability a central part of the marketing problem.
Connect the experience and the campaign.
Helped deliver a new digital experience using Adobe Experience Manager and Salesforce Marketing Cloud, supported by A/B testing and media optimization.
Bring stakeholders into the work.
Coordinated with sales and other stakeholders so the digital approach served customer needs and wider business priorities.
What the work delivered.
The published case reports an application journey reduced from 50 minutes to 10 minutes and a 20% increase in conversions.
Based on the published project account ↗. Campaign imagery is drawn from the original portfolio.
Better acquisition and a better experience belong in the same conversation. Removing friction gives interested customers a clearer path forward.