Liberty Mutual Office & Agent
The problem
Liberty Mutual has a network of thousands of insurance agents who work out of offices all across the country. When hired, the agents are provided with a personalized page they can use as an additional platform to sell new insurance policies. The design of the office and agent pages evoked a poor first impression that in turn made agent shy away from using them as a resource to connect with customers.
How design solved it
In order for these pages to garner more traffic and be a strong resource for agents, I had to make sure they were optimized to appear more frequently in Google. SEO best practice suggests a simple NAP (name, address, phone number) framework for the greatest chance of being displayed in Google My Business and Local listings. Working with my developers, we were able to define a primary phone number, email address and physical address in the code while still including additional contact methods an agent might want to offer.
Once the base structure of the page was set, I worked with a subset of agents to find out what was most important to them. The consistent sentiment was “I want my customers to be able to get in contact with me as quick as possible.” Their sentiment reinforced the hierarchy of the page with contact information as the primary action and personal information as the secondary feature.
What made this possible: design thinking sessions, prototypes and interviews with agents
Collaboration partners: field agent management team, product owners, content strategists, analytics and developers
The results
An experience Liberty Mutual agents were proud to share with their customers
Entries to our agent pages increased by 41%,
Starting a quote increased 35%
Bounce rate decreased by 38%.
