Visitors to LNIC’s website were not completing insurance applications because they could not find the answers to their questions. While LNIC provided a phone number and chat options in clear sight, the reality was that customers would simply abandon the quote process rather than make the effort to contact the company to have their questions answered.
goMoxie and LNIC identified the top four struggle points and deployed goMoxie’s CONTEXT (formerly Kbot), goMoxie’s contextual guidance application, to deliver automated snippets of useful information throughout the insurance application process to resolve the struggle points. The CONTEXT application is part of goMoxie’s solution, a complete digital commerce suite including CONTEXT, Live Chat and Email.
goMoxie has contributed to significant business results:
Since deploying CONTEXT, the company has seen the number of quotes initiated increase by over 30 percent and the number of quotes completed increase by over 70 percent. Additionally, the company has experienced an over 50 percent increase in the value of products sold when the customer is guided by CONTEXT.
LNIC recognized that customers were struggling while completing the insurance application and purchasing process. Specifically, they identified four points of struggle where customers were dropping out of the process. Contact options were offered on the page, but too few customers were reaching out to have their questions answered by an agent. LNIC needed to guide customers through the application process in real time. Their advisors provide valuable assistance when customers do contact the business, so the objective became to replicate advisors’ expertise in a digital, automated format.
After selecting the top struggle points, LNIC interviewed their advisors to understand how they would address the issues if a customer were to call. The advisors provided valuable feedback that informed the content produced within the CONTEXT application. LNIC and the goMoxie team worked together to create snippets of information and map each struggle with the relevant content using goMoxie’s Engagement Mapper, a key component of the goMoxie Suite (formerly Concierge) suite that allows business users to quickly and easily present relevant information to site visitors based on specific behaviors or page elements.
To test the effectiveness of goMoxie’s CONTEXT, LNIC created a control group and A/B tested goMoxie Suite vs. Control. Visitors in the control group were not presented with the goMoxie Suite experience, while the goMoxie Suite group received the useful snippets of information presented by the CONTEXT application. The snippets are presented proactively to answer common struggle points such as “Why do I need liability coverage?” and “How much coverage do I need?” With CONTEXT, the customer is not required to ask a question. Instead, CONTEXT anticipates the customer’s needs and presents the content, more effectively reducing abandonment. The results of the goMoxie Suite group showed a more than 30% improvement in applications initiated, with a more than 73% improvement in application completions. Additionally, the group presented with the CONTEXT experience purchased 51% more products versus the group that was not presented with the CONTEXT experience.