Case Study

AbbeyAutoline

A website for Northern Ireland’s most established local insurance brokers

https://www.abbeyautoline.co.uk/

When two of Northern Ireland’s most established local insurance brokers united under the single brand name AbbeyAutoline, they turned to the BeingOnline team to deliver their new website. BeingOnline chose to develop the CMS and administration in Umbraco for secure, GDPR compliant data capture and seamless integration with third-party insurance quote engines. Now, AbbeyAutoline has a sector-leading digital presence 🚀 See how they made it happen:

Skills used

Architecture
Design
Integrations
Mobile
Support

Sector

Finance

Partner working on the case

Company:: BeingOnline
Website:: https://www.beingonline.co.uk/
Type:: Gold

The challenge

Combining two companies with a new brand, two sets of products and multiple sales channels in a highly regulated and competitive sector demanded a thorough process to define the optimal solution for AbbeyAutoline’s website visitors. At the outset the UX process was ultimately shaped by the question “how can we help users to buy insurance more easily?”.

What we did

After benchmarking the UX of UK industry-leading websites for click rate optimization patterns, we devised a map of all possible calls-to-action for users against the product set. From this, a hierarchy of products was created, within which each product had a priority sequence of user calls-to-action based on anticipated conversion rates. The information architecture was the basis of the design process where we layered wireframes with the new brand in a mobile-first format.

The CMS and administration was developed in Umbraco for secure, GDPR compliant data capture and seamless integration with third-party insurance quote engines. Hosting is delivered through Microsoft Azure providing optimal performance and uptime.

The result ✨

The new website underwent a thorough UX review using heatmap tools such as Hotjar and customer journey analysis to see how users interact with content and signposting. The user interface is now much more intuitive, delivering significantly greater numbers of customers through to the transactional quote engine pages of the website.

Visitors can also use the website as their personal insurance hub to request renewals, retrieve quotes, store policy documentation and pay for insurance premiums. Overall increased traffic, engagement metrics, conversions, and improved hosting resilience have resulted in a sector-leading digital presence for AbbeyAutoline.

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