Bollington Insurance

Extraordinary insurance,
extraordinary performance

Driving lead generation and brand growth through strategic acquisition

Services

  • Marketing Strategy
  • Brand Strategy
  • Data Insight & Analytics
  • Paid Social
  • PPC & Display
  • Games & Interactives

Read time

10 Minutes

BBI has been a strategic partner for Bollington Insurance for 4 years, transforming their approach to lead generation to deliver substantial growth. During this time, we have supported customer acquisition in their core motor trade market while also helping them to grow their market-share in other profitable commercial insurance lines.

Established in 1973, Bollington Insurance has grown into one of the UK’s largest independent insurance brokers providing specialist insurance solutions across a varied portfolio. With increasing competition from large aggregators moving into the commercial insurance market, the brand faced increasing challenges to maintain their growth trajectory and approached BBI to deliver a successful customer acquisition strategy.

01. Objectives

The marketing challenge

Bollington Insurance Brokers were established as the go-to brand for the motor trade and taxi industry, with the biggest commercial industry product for the motor trade and taxi. BBI needed to support them in maintaining that presence and dominance. But this also meant that Bollington was solely reliant on business from this one industry segment.

At the same time Bollington Insurance Brokers therefore needed to grow and maximise the number of leads for other industry segments to leverage their untapped capacity of specialist brokers to provide insurance for other specialist industries, and as a consequence reduce their reliance on customers from the motor trade and taxi industry.

02. Insights

Uncovering insights through Customerology

Getting under the skin of the audience is the fundamental step in our Customerology™ methodology.  We combine multiple sources of data with analysis of behavioural motivations and triggers to direct content and channel strategies.

For Bollington, we blended data from website analytics with customer data from their CRM to identify key decision makers and build personas for them.  This was reinforced with wider market information to define target audiences at a sector and insurance line level.

Customerology is built on the principle of using analytical data to answer the question of why an event occurred rather than simply describing what happened. This approach enables BBI to deliver true performance for clients like Bollington.

From our research of analytics and customer data, we confirmed that most Bollington Insurance customers are small businesses with the business owners or operator as the key decision maker.

We further refined this into two separate cohorts:

  1. 01

    Self Service Prospects – established business customers have a clear understanding of the type of insurance they require and need to be able to directly navigate to the relevant insurance product.

  2. 02

    Guided Prospects – Where a customer is less experienced in purchasing insurance for their business, or where there is ambiguity of the type of policy needed, guidance is required to establish that Bollington can provide a policy that meets their needs. An example of this would be a driver who uses their vehicle to make deliveries:

To avoid mis-purchase of a policy type, a more informative and content rich user journey is required to guide the user from their initial query through to the point at which they are able to follow the same process as the Self Service Prospect audience and begin the quote process.

Externally sourced market research affirmed that for both audiences, the key drivers toward the purchase decision are:

  1. 01

    Policy cost in a highly commoditised market

  2. 02

    Flexibility to adapt and tailor their insurance policy to changing business needs

  3. 03

    Confidence that the coverage they choose will pay out

The challenge for BBI was to develop a concise, user-friendly and simplified customer journey to address the needs of both audience types, provide them with the key information that they need about policy and reassure them of the commercially competitive pricing offered through a broker finding them the most cost effective policy tailored to their business needs.

03. Solution

A mobile first organic search strategy built around meeting customer needs at all stages of the purchase journey

Improving usability for customers on the go

Our analysis of conversion data showed that prospective customers primarily accessed Bollington’s website via a mobile device but were faced with a website that was not optimised for touch screen interaction.

We prioritised a technical review of the website focused on simplifying navigation to key products and making menus accessible on any device.  This was coupled with improvements to the page structure that improved load times and positioned content in a more user-friendly manner.

Simplifying the page templates gave us an opportunity to present content in a more straightforward manner.  Densely written articles gave way to easily digestible bullet lists and clearly stated USPs and calls to action that surfaced key information to users faster and helped inform decision making.

Improving customer journey with clear signposts for users

SeHistorically Bollington had prioritised volume of content over clearly defined information pathways. BBI stripped away duplication from the existing website to focus on the core stages of the purchase journey, organising content into guides and giving users the ability to enter the quote funnel at any stage through consistent navigational cues to convert.

Simplifying and organising the overall content structure of the Bollington website into clear pathways that serviced our guided prospect audience while also providing simple one-click entry to the quote engine for self service customers was immediately beneficial.

For key sectors, we also created interactive experiences to improve engagement rates, providing informative information that would drive enquiries and differentiation amongst their competitors.

Developing a market leading content strategy that established Bollington as the go to authority for business insurance

Search engines have the goal of providing their users with the best answer to a query based on the expertise, authority and trust shown by websites. Deep research into keyword usage at each stage of the insurance research and purchase journey was conducted that provided the foundation for a long-term content strategy for all Bollington’s products.

Extensive gap analysis was carried out with regards to the content on Bollington’s website and those of key competitors to build a prioritised plan of pages to be built and improved.

Our content strategy was centred around tying Bollington’s company credentials and product USP into the informative content provide the support that customers needed with:

  • Detailed product information and their benefits to the business.
  • FAQ the provide reassurance and confidence

04. Results

Successfully delivering new business growth across multiple product lines

Consistent Year on year traffic growth

Our technical optimisation of the website to make it more visible in mobile search along with improved content organisation and the removal of duplication delivered strong increases in visibility on core search terms that led to strong and consistent traffic growth. Our content strategy gave equal priority to new (guided) and existing (self service) customers.

  • 16 %

    increase in website traffic 2018

  • 18 %

    increase in website traffic 2019

  • 24 %

    increase in returning visitors

Measurable increases in user satisfaction

Our improvements to the user experience and the delivery of an intuitive customer journey on the website were reflected in the engagement reporting we delivered.

Bounce rate – indicative of the way in which a user perceives the site at first glance improved by 17%, meaning more users saw the key sales messages.

Average Session Length – when seen in conjunction with lower bounce rates, shorter times on site are indicative of a site with clear navigation and a clear call to action.  Following on from our changes to the user experience, the average time needed by users to convert fell by 7.3% compared to the previous year.

Conversion Rate – indicative of overall satisfaction with the way we positioned Bollington’s products on the website and stressed their benefits to the customer increased by 209% with the biggest driver being from first time visitors where the rate increased by 226%.

  1. 01

    Bounce rate – indicative of the way in which a user perceives the site at first glance improved by 17%, meaning more users saw the key sales messages.

  2. 02

    Average Session Length – when seen in conjunction with lower bounce rates, shorter times on site are indicative of a site with clear navigation and a clear call to action. Following on from our changes to the user experience, the average time needed by users to convert fell by 7.3% compared to the previous year.

  3. 03

    Conversion Rate – indicative of overall satisfaction with the way we positioned Bollington's products on the website and stressed their benefits to the customer increased by 209% with the biggest driver being from first time visitors where the rate increased by 226%.

Exponential year on year increases in quote volume

The implementation of our improvements to the user journey through improved content, a clear understanding of the key purchase drivers for our different audiences, coupled with the increased traffic and share of voice across all of Bollington’s keyword range were the foundation for highly impressive growth in the number of online quotes generated.

  • 264 %

    increase in overall quote volume

  • 279 %

    increase in quotes for new users

BBI have been an important partner for Bollington Insurance, working closely alongside our internal teams to deliver leads whilst also providing key strategic consultancy to support our aggressive growth plans.

Rachel Aston

Group Marketing Director