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Case Study: How an Insurance Company Web Site Achieved Significant Increases in Click-Throughs and Conversions

by Jennifer Natsu  |  
July 10, 2007

Company: American International Underwriters (AIU)
Contact: Brian Takenaka, Director of Marketing
Location: Japan
Industry: Insurance, B2C
Annual revenue: $10,000,000
Number of employees: 200

Quick Read:

American International Underwriters (AIU) offers travel insurance plans customized to meet travelers' needs. It's a big market: About half of Japanese travelers purchase travel insurance, often searching for the cheapest price they can find. While AIU does offer discount insurance—called the Do-it-Yourself, or DIY, product—the company doesn't want to market itself as a discount carrier.

But by dynamically changing content on AIU's transaction start page (offering content about both its DIY and premier Infinity product) to targeted segments of site visitors, AIU Travel was able to increase the conversion rate in its transaction process by 12%.

Then, by testing the placement of additional product offerings within the transaction funnel, AIU Travel again increased conversions and buy-rates of the premiere Infinity product. Interestingly, those who saw the discount product message and then the additional product offering within the transaction process had an average order value that was significantly higher than those who never saw the discounted message, usually $15-$20 more.

The Challenge:

American International Underwriters (AIU), the Japanese member company of AIG, offers travel insurance plans customized to meet the needs of travelers. AIU's discount offering, what it called the Do-It-Yourself, or DIY, product, was difficult to find on its main website.

"It is buried six to eight clicks down," said Brian Takenaka, director of e-Business for AIU. Takenaka knew that most travelers tend to search for cheap travel insurance and plenty of companies market themselves as having the cheapest product available.

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