CASE STUDY

CASE STUDY CASE STUDY

Background Client Name IDI - Direct Insurance Client Contact Information (phone/email) Michal Meir, head of internet marketing, IDI [email protected]

IDI is the biggest insurance company in Israel. The company owns 5 brands that sell insurance packages to hundreds of thousands customers every year. The company mainly focuses on vehicle, apartment and travel insurance packages. In all of the brands' websites the user can get an insurance quote.

Client URL www.555.co.il

The main challenge lies in converting users through 5 step funnels and most of our measurement and optimization efforts revolve around this challenge.

Client GA Account Number: UA-480563

The challenge Running AB TEST for five step process Converting users through 5 step funnels

CASE STUDY

The Technical Ability

We set up dozens of A/B tests in the brand websites. Part of the A/B test process is measuring user engagement on the website control page and then decide which element will be tested. In order to achieve this, we use heat maps and in-page reporting in Google Analytics. In most of the tests we use Google Analytics experiments code to set up and manage the test. In other tests, where, due to technical problems such as responsive design, it's suboptimal to use GA content experiments so we use other tools such as Optimizely, Visual Website Optimizer etc… Our process of improving the customer brand pages:

Analyze heat maps and GA data find the weak spots  A/B Testing  analyze heat maps and GA data  find the weak spots ..

CASE STUDY

Analytical Ability

In addition to measuring behavior with heat maps we implement Event tracking and Custom Variables in all customers funnel processes so we can find the weak spots in all funnels. This way we can find out where the weak link is and focus on improving performance.

Business Impact

Using heat maps and event/custom variable tracking, the customer is able to improve user flow in order to gain more potential customers that end up converting. In addition, the customer can utilize pointing tracking in order to target valuable users in a more efficient way while running a remarketing campaign in the AdWords display network.

The Result -

Improvement of conversion rate in almost of every experiments, in a few of them we achieve an improvement of a 100% or more.

Background The challenge

The company owns 5 brands that sell insurance packages to hundreds of ... In most of the tests we use Google Analytics experiments code to set up and ...

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