ICICI Prudential Life Sees 45% Growth in its Conversion Rate through CRO
The Client
ICICI Prudential Life is a leading life insurance corporation in India that offers coverage to protection against uncertainties through various term plans. Established as a joint venture between ICICI Bank and Prudential, ICICI Prudential is engaged in life insurance and asset management business. It has an overall valuation as per the current statistics of ₹ 620 crore.
Manish Dubey
CMO, ICICI Prudential Life Insurance Company Limited
The Objective
ICICI Prulife already had seen quite a few visitors checking out their website. However, they noticed that there was a scope to improve the conversion rate. Simply put, they had two major objectives:
- Improve the Conversion Rate
- Increase the Number of Leads
The Challenge
ICICI Prudential Life is one of the leading insurance corporations in India; however, the brand faced a big challenge to generate inquiries on their website through organic channels. Despite having thousands of visitors visiting the website organically, the session to conversion ratio was still very low. So, the major challenge was to bridge this gap and receive more inquiries on the website organically.
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The Solution
Once the major challenges were identified, a detailed campaign was created to tackle it. The campaign featured three major points:
- Website Analysis
- Enhancing User Experience
- Adding CTA button
Website Analysis
Infidigit initiated the CRO process and identified user friction points on the website and resolved these functionalities that were created.
- Pro Tip
Enhancing User Experience
Infidigit identified that there were certain improvement areas that could bring a significant change in the user interface. Work was done to improve it for a more seamless performance.
Adding CTA button
The addition of different CTA buttons on the life insurance page helped them to improve conversion rates.
The Result
Following was the result of a successful implementation of all the above-mentioned strategies:
- With Infidigit’s CRO strategy, we helped them to improve their conversion rate by 45% on AMP pages.
- Infidigit’s strategy and implementation helped ICICI Pru Life to improve their conversion rate by 33% on desktop pages as well.
45%
Improvement in Conversion Rate on AMP pages
33%
Improvement in Conversion Rate on Desktop pages
- Do’s
- Do use A/B testing to validate your changes.
- Do make your primary CTA clear and visible.
- Do simplify forms to reduce drop-offs.
- Don’ts
- Don’t let design outweigh user clarity.
- Don’t neglect exit intent on key pages.
- Don’t stop testing after initial wins appear.
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