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How Tatvic Improved ICICI Lombard’s lead conversion rate with form optimization
About Client
ICICI Lombard is one of India’s leading general insurance companies, offering a wide range of products including motor, health, travel, and home insurance. Established in 2001 as a joint venture between ICICI Bank and Fairfax Financial Holdings, it has built a strong market presence with a focus on digital innovation and customer service. ICICI Lombard is known for its financial stability, extensive product offerings, and commitment to leveraging technology to enhance the insurance experience.
Business Challenge
ICICI Lombard struggled with low mobile lead conversion due to high drop-offs at the mobile number entry stage and a confusing user journey. The HAP page lacked critical plan details, and the mobile form was too long with ineffective CTAs, all leading to poor user engagement and incomplete form submissions. Addressing these issues was crucial to boost conversion rates.
Goal
Enhance ICICI Lombard’s lead conversion rate by optimizing the mobile user journey. Focus on retaining users at the mobile number entry point, clearly communicating the policy’s value proposition, and improving form completion rates through strategic placement of vital information and effective Call-To-Action prompts. This will address user confusion, reduce drop-offs, and increase overall engagement, ultimately driving more qualified leads.
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