Legal & General Changes to the Over 50's Life Insurance Website!

**emcleth** · 07-03-11

Over 50s Website Improvements are Coming!

Hi Everybody!

Here at Silvertap we have an important message for all our affiliates from Legal & General. As you know Legal & General are always trying new ways to improve their customers experience on the website. They have listened to your feedback and conducted usability research and eye tracking studies to find out how to increase conversion from click to application.

They have identified a major improvement to the current journey and these changes will be taking effect on the 17th March 2011.

Current Customer Journey

Customer lands on Over 50's campaign landing page
Customer clicks to get a quote and they are taken to a “choose a product” page, where they are required to choose which Over 50s product they wish to quote for.
Customer is then shown a pop-up with important information before entering the quote

Therefore there are 3 pages customers will see before they even start their quote!

The New & Improved Customer Journey

User testing and customer research showed that consumers found this journey a lengthy and slightly confusing process, so taking this feedback into consideration the L&G team have worked out a great new way to reduce the number of steps in the process from 3 down to just 1!

Legal & General hope that reducing the amount of steps in the journey will simplify the customers quote and application process and significantly improve conversion.

These changes will be going live from the 17th March and if successful a similar approach will be taken with the Term Life Insurance affiliate customer journey.

Keep watching this space for the results!

If you need to discuss anything or have any further questions then please do not hesistate to get in touch.

Kind Regards
Silvertap Team

Email: info@silvertap.com
Tel: +44(0)1603 595000