18 June 2007
Webcredible drives online sales for Admiral
Car insurance specialist Admiral is working with usability company Webcredible to increase online sales across its personal car insurance brands: Admiral, Bell, Diamond and elephant.co.uk. A new quote process based on Webcredible's usability consultancy is already seeing an increase in quote completion rates, particularly among first time visitors to the websites.
Webcredible was initially appointed after a four-way competitive pitch to carry out online usability testing with Internet users from Admiral's target audience. Following feedback from this exercise, Admiral worked in consultation with Webcredible to design and introduce the new online quote process, which is currently being rolled out in a phased approach across the group's four motor insurance sites.
Neal Bigmore, Internet business executive at Admiral said: “We operate in an incredibly competitive market, so it's vital that we make it as easy as possible for motorists to get a quote online. The usability testing provided valuable insights into how users actually interact with our site and allowed us to make some useful changes. The increase in quote completion rates is testament to Webcredible's ability to deliver the tangible results we wanted.”
Trenton Moss, director, Webcredible added: “As many as 60 per cent of motorists prefer to obtain a car insurance quote online, so by putting usability at the core of its online strategy Admiral is well-positioned to benefit from this sales channel. Customer feedback is already confirming they have made the right strategic choice.”
About Webcredible
Webcredible is a user experience consultancy, offering a range of usability, accessibility and design services for websites, intranets, mobile devices and applications. The UK-based consultancy researches, designs and builds interfaces to support user requirements & business goals.
With a long list of global clients in the private and public sector, including Airmiles, BBC, eBay, Laura Ashley, Lloyds TSB, T-Mobile and World Health Organisation, Webcredible is widely regarded as one of the most respected consultancies in the user experience industry.
