Manchester-based Insurtech firm Ripe Insurance has increased its online conversion rate by 12% after teaming up with digital marketing experts Hit Search. This follows a series of tests conducted by Hit Search, which studied the brain activity and eye movements of website users to assess how purchasing decisions are made.
Hit Search recruited 10 signed musicians to test the website of Insure4Music, a music insurance product which is part of Ripe’s extensive portfolio.
During these tests, each user wore EEG headsets in a practice known as ‘neuromarketing’, allowing Ripe’s marketing team to see their brand through the eyes of a customer. As each online user completed the customer journey (in this case, to request a quote for the product in question) everything from EEG headsets and analysing brain activity, to eye-tracking analysis (to see the brand through the eyes of the customer) was conducted by Hit Search.
As a result of this expert analysis, Hit Search presented a series of recommendations on how Ripe’s website could be improved, in order to ensure that more website visitors were completing a quote.
Pairing up with an expert digital marketing agency meant that Ripe was able to see and understand the areas of their site that could be improved, in order to achieve their goal of more quote-completing users.
As a result, they are continuing to work with Hit Search to improve other areas of their website. Chris Watters, digital manager of Ripe Insurance, commented;
“We are very pleased with the way these website changes have improved our conversion rate. This demonstrates the value of biometric and neuroscience testing, and proved to be a great return on our investment.”