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Resources Case Studies Articles About Maxsi Ltd Endsleigh Insurance University of Northumbria Holiday.co.uk Prudential California Realty |
Case Studies - Endsleigh Insurance Endsleigh Insurance use eVisit Analyst to improve return on investment from their marketing campaigns and to help with the conversion of insurance quotes. Background: Endsleigh is a leading independent insurance intermediary that provides a wide range of insurance products, including household, travel, motor, pet, business and insurance for not-for-profit organisations, as well as independent financial advice. Founded in 1965 by the National Union of Students, Endsleigh now employs some 1,100 people across the UK. Its headquarters are located in Cheltenham, it operates a large call centre in Burnley and has 129 branches nationwide. Endsleigh supports a fully functional Internet site that attracts a monthly audience of over 30,000 unique visitors, who generate over 350,000 page views. Individuals can search the site and obtain quotes for popular products like motor, household and travel insurance, as well as specialist insurance policies, all of which can be purchased securely on-line. The website also uses a wide range of calculators enabling clients to model their financial needs at any time and is backed up with direct access to qualified advisors via an on-line diary booking system. The Case: Endsleigh identified a need to monitor their website activity when they brought hosting in house. Their existing solution used software that analysed web server log files. Using log file analysis Endsleigh were able to collect basic site traffic data but little information about on-line applications and quotes. Endsleigh also needed a product that could report in-depth about their on-line marketing activity, which they found difficult using their existing solution. Endsleigh's project leader Paul Nicholas explained: "These tools were fairly basic and were not really considered as a strategic solution. Although we managed a number of results the process was pretty painful and manually intensive. There were also concerns about the accuracy of the results and the ability of the tools to handle multiple domains". Solution: The main impetus for introducing eVisitAnalyst was for analysis of web marketing campaigns. Using eVisit Analyst, Endsleigh would be able to track banner ads placed on a number of different websites and measure the effectiveness of each campaign. This information could also be accessed in real-time allowing Endsleigh to see results as they happen. "The decision (to install eVisit Analyst) was made more in terms of functionality and to save developing a system ourselves. There was also an element of going for something tried and tested" said Paul. eVisit Analyst's ability to handle multiple domains and websites, such as Endsleigh's which are served by multiple web servers were key features. With eVisit Analyst's JavaScript tagging solution implementation was fast, straightforward and effective across all of Endsleigh's reporting domains. Results: Up to ten users now regularly utilise eVisit Analyst at Endsleigh to monitor page views, numbers of quotes, types of quote, advertising campaign analysis and website stability. Paul explains: "The product is generally very easy to use and the support is excellent. Any problems are resolved extremely quickly and support using the system is always available". eVisit Analyst has also started to create a focus for information within Endsleigh's senior user base. Particularly popular features include 'at a glance' reports delivered by email, stability alerts and eVisit Analyst's unique Key Data. Paul continues: "The initial expenditure was justified solely on a marketing campaign project but I believe the email warning alone has warranted its expense...all additional benefits are a real bonus". Of these additional benefits, Paul indicated that Key Data functionality was particularly significant: "We use Key Data a lot. It is one of the most important features of the system for us. It is used to record quote types, quote numbers for tracking conversion and policies issued. We are currently working on a mechanism for determining the number of submits of a form using Key Data. This will enable us to determine the number of requests for policies/quotes that are not handled correctly. We are delighted with eVisit Analyst and the support". There have been a number of queries but all have been dealt with quickly and efficiently and on a number of occasions new features have been added to the system at Endsleigh's request. Summary: John Harrison, eVisit Analyst's product manager, indicates why the product has been such a success at Endsleigh: "One of the main strengths of eVisit Analyst is that a lot of its functionality has come from discussions about web analysis we have had with our customers. "We listen carefully to what Endsleigh and our customers have to say about eVisit Analyst. When they suggest an enhancement we will do our utmost to implement it as soon as possible for all our customers and at no extra charge. "eVisit Analyst is already an excellent product and its unique Key Data capability gives it unrivalled flexibility in monitoring application data. With our continuous focus on providing the best analytic solutions for our customers eVisit Analyst will only get better in the future". Paul Nicholas feels that much of the success of the product is down to the relationship between Endsleigh and Maxsi: "New company relationships are always difficult in the first twelve months but in the instance of Maxsi and Endsleigh I believe we have very quickly built a relationship, which has assisted us hugely in the implementation and extended use of the product...problems are resolved extremely quickly and support using the system is always available. Requests for new functionality are generally implemented, and again, extremely quickly. We've found you all to be very approachable and honest". |
