Maxymiser Helps Hiscox Optimize the Online Experience for Small Business
Multivariate Testing Campaign Generates Nearly 10 Percent Lift in Conversions
for Completed Quotes; Triggers New Video Testing Campaign
NEW YORK, Nov. 7, 2013
NEW YORK, Nov. 7, 2013 /PRNewswire/ -- Maxymiser (www.maxymiser.com), the
global leader in online testing, personalization and cross-channel
optimization, today announced that a multivariate testing campaign for Hiscox,
a leading specialist insurer, generated a nearly 10 percent lift in
conversions for Completed Quotes.
Between the period of January 15, 2013 and March 6, 2013, the Hiscox and
Maxymiser teams worked together on a multivariate testing campaign designed to
measure the impact of reformatting the Start Quote page on the number of
online quotes submitted. Since partnering with Maxymiser in May 2012, Hiscox
has run dozens of campaigns aimed at simplifying the complex process of
choosing and purchasing small business insurance services.
"Our website is the first point of interaction and experience for 80 percent
of our customers and a significant portion of that traffic goes to our product
pages," said Phil Thorn, Head of US Small Business Marketing for Hiscox.
"Through our partnership with Maxymiser, we have greatly improved the key
conversion rates on our website through A/B and multivariate testing, as well
as our overall results and ROI across all media channels."
Highlights from the campaign include:
Optimizing the "get started" process, from January-March 2013, increased
overall sales. By testing and optimizing the size and placement of the Start
Quote button, Maxymiser generated a 9 percent lift in conversions for Start
Quotes and a 9.6% lift in conversions for Completed Quotes.
Campaign provided deep insights into customer behavior. The campaign revealed
that approximately 12 percent of the brand's visitors take over five minutes
to take action (i.e. click on 'Start Quote') on the Coverage Options page.
These insights triggered a new video testing campaign in the summer of 2013.
Providing easy access to educational videos, from July-September 2013, pays
off. When testing the placement and formatting of informational videos,
Maxymiser generated an 8.97 percent uplift in conversions for quotes started
on Hiscox's website. Most importantly, the overall winning experience
generated a 9.58 percent uplift in conversions for quotes completed.
Jared Polidoro, Vice President, US Client Services at Maxymiser, stressed the
importance of customer centricity. "To be truly successful, insurance
companies must adopt a comprehensive digital strategy that engages customers
across all channels – both online and offline – and in a way that feels
seamless, personal, relevant and useful to consumers. Through Hiscox's
openness to candid discussions and strategic collaboration, we were able to
improve their customer experience, and ultimately, boost conversions."
Maxymiser empowers brands to transform every digital interaction into
seamless, relevant and engaging customer experiences with its cloud-based
testing, personalization and cross-channel optimization solutions. Known for
serving billions of individual experiences across every device, Maxymiser
leverages customer data to dramatically boost engagement and revenue, while
also driving long-term business value. Recognized by Crain's New York Business
as a 2013 Fast 50 company, Maxymiser serves nearly 10 billion experiences each
month worldwide. Combined with a team of vertically focused digital experts,
Maxymiser's Customer Experience Optimization suite quickly delivers measurable
results to every client through A/B and multivariate testing, segmentation,
behavioral targeting and product recommendations for the web, mobile, social
Maxymiser works with some of the world's most iconic brands, including
Progressive, Office Depot, Alaska Airlines, Harry & David, LIDS, Sovereign
Bank, Teleflora and Wyndham Hotel Group. Founded in 2006, Maxymiser is
headquartered in New York with offices in Chicago, Edinburgh, Dnipropetrovsk,
Dusseldorf, London, Munich and San Francisco.To learn more about Maxymiser,
please visit www.maxymiser.com and connect with us on Facebook, Twitter and
About Hiscox Small Business Insurance
Hiscox, the international specialist insurer, is headquartered in Bermuda and
listed on the London Stock Exchange (LSE:HSX). Hiscox is the first company in
the U.S. to offer insurance for small professional services businesses direct,
online, and in real-time. We provide professional liability, general liability
and business owner's insurance, underwritten by Chicago-based Hiscox Insurance
Company Inc., which is rated 'A' (Excellent) by A.M. Best Company. Additional
information can be found on the Why Choose Hiscox? Page. Coverages are subject
to underwriting and may not be available in all states.
Hiscox also provides professional liability, property and specialty insurance
to U.S. businesses through US-based brokers. This communication does not
constitute a solicitation of business by Hiscox's syndicates at Lloyd's,
Reshma Fernandes, Senior Account Manager
P: (646) 756-3700
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