Royal Sundaram improves online conversions of returning visitors by 33% with hyper-personalization on and off the website
Royal Sundaram has been providing innovative general insurance solutions to individuals, families and businesses directly as well as through its intermediaries and affnity partners. The company offers Motor, Health, Personal Accident, Home and Travel Insurance to individual customers and offers specialized insurance products in Fire, Marine, Engineering, Liability and Business Interruption risks to commercial customers. Currently, Royal Sundaram is distributed across 130 cities in India, through agents, affnity partners, OEM dealers, brokers and through direct channel (both offine and online), selling over 2 million policies every year.
CHALLENGE
Boost online conversions with cross channel engagement and drive down the cost per acquisition through focused personalization.
SOLUTION
Lemnisk tags placed on the Royal Sundaram website collected first party website behavior data at a user level – based on which messaging was personalized for each user. Users were targeted with personalized engagements on and off the website through two specific channels – Onsite Notification and Web Push Notification respectively.
RESULTS
1. Personalized onsite notifications drove up the CTR by 3.41% and the click-to-conversion ratio to as much as 14%.
2. Hyper personalized web push notifications generated exceptional repeat visitor engagement with CTR up to 3.85%.
The Metrics
12%
increase in unique repeat visitors among total unique visitors on the website
33%
increase in unique repeat visitor conversion
2X
150% increase in click-to-lead ratio
2X
75% reduction in CPA of programmatic display conversions contributed by Lemnisk
2X
In 34% of Lemnisk contributed conversions, the purchase was made in the same session as clicking the ad
"We have seen phenomenal results in a short period of time from our partnership with Lemnisk. We are already in the process of implementing new innovative channels in addition to the two we are currently live on. We are excited about the prospect of being one of the first general insurance companies in India to hyper personalize user experience across the online ecosystem."
TM Shyam Sunder,
CIO & Country Head - Retail Operations, Customer Service & Direct, Royal Sundaram
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