Big And Small Go Hand-in-Hand
Despite being one of the largest insurance brokers in the world, Aon has, until now, had very little consumer presence in the Australian market. As part of a concerted effort in 2013 to create the perception of Aon as a very real option for small, medium and large business insurance, Aon approached Deepend to develop the first of a number of consumer websites as part of their digital strategy. The first of these sites was for their Small Business insurance offering.
Utilising internally developed, primarily print-oriented brand guidelines, Deepend developed a genuinely creative and compelling online presence that communicates the Aon Small Business product offering in a clean, concise and informative format. This information is presented in a responsive site that promotes content consumption on multiple screen sizes and orientations.
The site also contains a unique, real time feedback component, displaying the results of live survey data, compiled by a third party consultancy. This provides a real-time picture of clients satisfaction with Aons “Service”, “Cover” and “Price”.
Since the site's launch in April, 46% of the audience who are browsing products available for online purchase, click through to the cart. This represents an 11% improvement to the rate this audience had when on the old site. Additionally, 13% of the online audience who are browsing products go on to complete a transaction. This represents an impressive 143% improvement to the rate this audience had when on the old site. There has also been a 61% increase in traffic volume to the site using relevant search keywords.