Making Insurance Interactive
Arma Karma is an innovative insurance company aiming to transform the traditional insurance industry by making it more interactive, user-friendly, and socially responsible. Targeting individuals aged 18–34, they offer personalised online insurance for items like phones, laptops, cameras, and bikes.
Introduction
At EssexSEOBoost, we are dedicated to redefining digital experiences and infrastructure for businesses aiming to make a significant impact. One of our most transformative collaborations was with Arma Karma, an innovative insurance company committed to changing how people perceive and interact with insurance services. This case study explores how we worked closely with Arma Karma to revitalise their marketing website, improve their subscription sign-up system, and implement a comprehensive backend dashboard and API to monitor every level of the customer journey.
Understanding the Challenge
Arma Karma sought to disrupt the traditionally dull and slow-moving insurance industry by focusing on user experiences and social responsibility. Their vision was to create a dynamic platform that allowed for quick adaptation to market changes and full control over their technological infrastructure. However, they faced several challenges:
Inefficient Marketing Website | Cumbersome Subscription System | Limited Data Insight |
Their existing website lacked visual appeal and failed to engage their target audience effectively. | The insurance quotation and policy purchase process was not user-friendly, leading to high bounce rates and low conversion rates. | Without a robust backend system, Arma Karma struggled to monitor customer journeys and make data-driven decisions to improve their services. |
Our Objectives
To address these challenges, we established clear objectives in collaboration with Arma Karma:
Revitalise the Marketing Website: Create a visually appealing and engaging website that reflects Arma Karma's brand identity and appeals to their target demographic of 18–34-year-olds.
Improve the Customer Journey: Develop an interactive and user-friendly subscription purchase platform to increase policy purchases and improve customer satisfaction.
Implement a Robust Backend System: Build a secure admin dashboard and API for comprehensive monitoring and management of customer data and business performance.
Our Approach
Marketing Website Redesign
We designed a website that breaks away from the typical insurance sector norms by incorporating vibrant visuals, interactive elements, and a user-centric layout. Every page was meticulously crafted with SEO best practices to maximise digital marketing effectiveness and improve organic search rankings.
The website highlights the items Arma Karma protects—such as phones, laptops, cameras, musical instruments, and bikes—which are crucial to their target audience's daily lives. The site is designed to convert visitors into customers within three clicks, seamlessly integrating with the customer journey at strategic points.
Interactive Customer Journey Development
We rebuilt their insurance quotation system into a new Node.js API, allowing users to select specific brands and models to receive immediate quotes without human interaction. Users can combine different item categories into a single policy, receiving discounts and encouraging higher-value purchases. Providing further item details, such as value and IMEI numbers, allows users to reduce subscription costs, enhancing customer satisfaction. Integrated API-based anti-fraud systems filter out scam users, ensuring the integrity of the platform. Session and heat-map tracking were implemented to identify user drop-off points, providing immediate data for ongoing improvements.
Results Achieved
27% Increase in Policies | 45% Increase in Sales | 384 Staff Hours Saved Annually |
The number of insurance policies purchased saw a substantial rise due to the enhanced user experience and streamlined processes. | Revenue grew as more users completed the simplified subscription process, benefiting from multi-item discounts and personalised quotes. | Automation of processes and improved data accessibility reduced the time staff spent on administrative tasks, allowing them to focus on strategic initiatives. |
Client Testimonial
"EssexSEOBoost has been instrumental in transforming our digital presence. Their expertise in website development, UX design, and backend solutions has significantly increased our conversions and allowed us to focus on delivering innovative insurance solutions. Their understanding of our vision and commitment to our success made them the ideal partner." — Ben Smyth, CEO, Arma Karma
Conclusion
Our work with Arma Karma exemplifies how strategic digital solutions and a focus on user experience can revolutionise an industry. By improving their online presence and providing robust tools for data analysis, we helped Arma Karma stand out in the competitive insurance sector and move closer to their goal of redefining insurance for the good of the people.
