Octagon improves conversion with optimized customer experience

• Analytics & Modeling - Real Time Analytics

• Sales & Marketing
• Business Operation

• Data Science Services

Octagon Insurance Company Limited, a Gibraltar-based car insurance company in the UK, was having difficulty understanding why their website conversion rates were dropping, and why customers were abandoning policies before they were complete. They had limited information on their visitors’ behavior and struggled to draw cohesive conclusions on how to improve their website. They could not determine precisely why site conversion rates dropped or why customers behaved in a certain manner. They knew what was happening, but they didn’t know why. Without a clear understanding of their visitors’ interactions on the website, they felt blindfolded when identifying site errors that drove visitors to abandon a process or their website altogether.

Octagon Insurance Company Limited is a Gibraltar-based car insurance company underwriting policies in the UK. With over 200,000 customers, Octagon Insurance is a leading online and offline car insurance provider. Octagon Insurance has been providing low-cost car insurance premiums and high levels of service to their customers since 2009. They rely on IBM Tealeaf CEM solutions to provide a great customer experience and maintain their competitive advantage in the highly competitive online car insurance market. By implementing IBM Tealeaf, Octagon Insurance has unprecedented visibility into the online user experience through each visitor’s journey. Using this invaluable insight gathered from IBM Tealeaf CEM solutions, Octagon Insurance has dramatically improved visitor conversion rates, customer satisfaction and retention. Online user satisfaction is especially important to Octagon Insurance, given that the online channel is the primary driver of company revenues.

Octagon Insurance began using IBM Tealeaf CEM solutions to understand exactly what problems with their online experience were causing customers to abandon their policies before completion. To address these challenges, Octagon Insurance implemented IBM Tealeaf CEM solutions to proactively identify areas of their site where their visitors were struggling. Once the company was alerted to an issue, it would quickly obtain a list of all customers that had experienced the same issue. To understand the root cause, Octagon Insurance reviewed the affected users’ sessions step-by-step and page-by-page, which enabled them to make more effective site optimization actions based on their customers’ behavior and possible outcomes. With IBM Tealeaf CEM solutions, Octagon Insurance is able to identify website issues more quickly and be more proactive in their site optimization approach.

• Octagon Insurance was able to develop actionable insights to optimize their website.
• Octagon Insurance was able to capture each and every website customer interaction.
• The company was not only able to identify the number of users affected, but was also able to assess the revenue impact of issues in the insurance application process.

• Increase conversion rates by 22 percent within six months
• Decrease validation errors by 40 percent
• Improve end-of-funnel conversion by 25 percent