Providing a diverse selection of general insurance products and services, Santam serves more than 1 million policyholders who range from individuals to commercial and specialist business owners and institutions. With a focus on driving digital conversions, Santam teamed up with Google to conduct a mobile user experience review.
About Santam
Leading general insurer in South Africa
Founded in 1918
Headquarters in Cape Town, South Africa
Goals
Enhance mobile user experience
Improve site speed
Drive engagement and conversions
Approach
Conducted mobile user experience review
Tested site changes
Introduced new homepage design
Results
955% improvement in site speed
16% increase in homepage conversion rate
Santam’s aims were to enhance site speed and improve mobile engagement and conversions. To kick off the project, Google assisted Santam in measuring their site against global best practices and developing a programme of mobile site improvements.
“Santam’s primary concern with our mobile site was that it was slow, which resulted in users dropping off. We also wanted an independent view of how it ranked in terms of best practice, which we gained from the mobile user experience lab.”
– Wesley Cloete, Group Digital Marketing Manager, Santam Insurance
Santam implemented and tested the recommended site improvements over an eight-month period, enabling the team to gain insights into what was working what wasn’t. To address infrastructure challenges, Santam’s marketing team worked closely with the digital and technical teams to not only identify required technology upgrades but also to motivate the business to invest in them as a way of driving mobile performance.
Santam’s ongoing optimisations more than paid off. The A/B design tests drove significant improvements in key performance metrics across the mobile site, including deeper engagement, higher conversions, and overall better user experience. The work dramatically improved the site load speed from 42 seconds to 4.5 seconds, or 955%, while the homepage conversion rate grew by more than 16%.
As a result, Santam has begun to take more of a mobile focus in their digital marketing campaigns and has subsequently seen mobile traffic overtake desktop. As the team looks to the future, they’re continuing to explore opportunities to create world-class mobile assets to best serve existing and potential customers.
