The brief:
To attract more customers to the Legal & General site, steer them swiftly to the right products and make it easier for them to apply for insurance online.
The work:
A totally redesigned and restructured site, tailored to work for people with different browsers, devices and disabilities. To get it exactly right, we brought in key stakeholders and disabled people to advise us.
Tools were developed to get users to the right products faster. To make the site more user-friendly, we kicked out the jargon and rewrote pages in Plain English. We chose and deployed easy-to-use content editing software, generated new accessibility guidelines, re-trained staff and chose the right monitoring tools to ensure site sustainability.
The results:
Online traffic surged with a 50% increase in natural search engine listings. The number of visitors receiving quotes doubled within three months, conversion rates have increased by 300% and site maintenance costs are down by 66%. The site has also got the thumbs-up for accessibility, winning a Shaw Trust Accreditation as well as being in the process of securing the RNIB See it Right and AbilityNet UseAbility Accreditations. The entire project has delivered a 100% return on investment within 12 months.
