Member Services Site: The Protector Network
Like all insurance companies, Capital Insurance Group (CIG) faced the issue of customer attrition. To a growing extent, people view auto insurance as a commodity for which they can shop strictly based on price. By adding a member services site called The Protector Network (TPN), CIG expects to increase the perceived “switching cost” for policy owners considering changing providers. The site design dictated by these requirements is one that creates an appearance of a significant amount of high-value content, organized for easy location and retrieval. Exclusive editorial content, members-only premium offers, book and product recommendations (often at member discount) and an exclusive member-rated directory of services make up the bulk of the content of this site, for which SWG was 100% responsible.
The public portal to this site is designed to entice prospects to submit a request for a free insurance quote, which is a necessary first step to gaining access to the members-only features of the site. One of the techniques we used to accomplish this was “content drip” where non-members are given access to a useful portion of the content they would ultimately have full access to when they join TPN. The design focuses on benefits and centralizes an aggressive call to action with a large orange button center-screen.
The Corporate Web Site
Capital insurance Group (CIG) decided to engage SWG to completely revamp its corporate site after they had experienced such great success with the other major projects we’d undertaken for them. We came up with a highly creative magazine-style layout and navigation design scheme that has proven not only immensely usable but even enjoyable. This approach allowed CIG to use “covers” to provide different entry points into content that varied very little between the seemingly separate magazines on the site. We designed the site so that it is easy for CIG’s marketing team to add new articles, edit existing ones, and move things around to change the effect. By custom designing several templates, we were able to guarantee that their articles and other content would conform to corporate standards and flow nicely into the layouts without their having to think about it.
CIGLive
CIGLive is Capital Insurance Group’s premiere online auto insurance sales application. It is a best in breed class of app utilizing latest Adobe technologies including the ability to have agents directly communicate with prospects via video conference and cursor manipulation. It communicates directly with CIG’s quoting engine and provides realtime estimates and quotes and policy purchasing. Agents have a doorbell on their dashboard application which alerts them to a prospect requesting their help. While the technology challenges and successes were many, a key component to the platform was the ability by SWG to create and execute the online marketing strategy which delivered qualified prospects to the application the very first day it launched.
LeadsCenter
As a key part of SWG’s project development for CIG, we designed and developed a Web application to handle the leads being generated by our online marketing efforts. LeadsCenter was written using a state-of-the-art Web application development environment called NOLOH. This enabled us to build a complex app for receiving, allocating, tracking and analyzing leads and responses to those leads. CIG Marketing and the company’s field agents use the LeadsCenter to monitor individual leads through the entire process to conversion or loss and to understand why those who don’t buy from CIG make that decision. LeadsCenter is a key component in the scientific marketing effort SWG has developed for CIG over the past few years.