Cholamandalam MS GIC creates a great online presence

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Overview:

Cholamandalam MS General Insurance Company Ltd. is a Joint Venture between the USD 3 billion Murugappa Group (one of India’s leading business conglomerates) and Mitsui Sumitomo Insurance Company Limited (part of the Mitsui Sumitomo Insurance Group of Japan), the largest General Insurance Company in Japan and 5th largest insurance group globally. Cholamandalam MS offers a wide range of products that include Accident, Engineering, Health, Liability and Marine, Motor, Property, Travel and Rural insurance for individuals, SMEs and the corporate sector.

Challenge:

Cholamandalam Insurance had gone through a re-branding exercise and wanted to ensure that the new branding, positioning and Line of Communication was carried over to their site. As part of the re-branding, the client wanted to showcase their new portfolio of offerings, drive the benefits of online purchase to its target audience and influence demand generation.

Solution:

Xerago realized that simple re-branding by adapting existing content would not suffice. A complete reorganization of content, information and communication was required. Only then would there be a focus on Chola’s new offerings that could now be purchased online.

Xerago worked with the client to identify its target segments and to understand the various stakeholders’ needs and goals. Based on this Xerago was able to map typical users’ behaviors and create a site information architecture that would cater to all sensibilities. Xerago reorganised content and all the information elements into logical groups to create an intuitive navigation flow, reducing clutter and improving overall readability.

Xerago optimized all the homepage elements and incorporated a static homepage showcase banner with carefully chosen images and words that would resonate with the target audience. Colour schemes, borders and iconography were made consistent with the new brand guidelines.

The work area below the banner was sectioned into five discrete parts, each dedicated to one of Cholamandalam’s products. Each section displayed a few highlights of the respective plan, followed by a call to action – to either learn more or buy.

Product information pages were accessible through either the top level tabs or the call to action sections in the work area below it. The banners that topped the various Product pages were created keeping in mind the target audiences and their sensibilities. Text copy emphasized the products’ key benefits and features, clearly conveying the intended value proposition. The page was designed to offer a sense of continuity for the end user, from the top banner to the “buy now” button.

Xerago also optimized the text copy across all peripheral pages such as the contact, post login and post registration pages, grievance redressal information and other interstitial pages. All pages shared the same design themes and offered consistency and continuity for site visitors.

Apart from this, Xerago also optimized the insurance purchase web form designs on the Chola MS site. Using wireframes Xerago presented a highly streamlined yet functional form flow for Chola MS’s online customers with the aim to offer a more captivating user experience and influence conversions.

Results:

Xerago was able to align the Cholamandalam site to the client’s new design guidelines. The newly revamped site recorded a steady increase in traffic inflow and leads. Consequently Cholamandalam reported a decrease in customers exiting the site without making a purchase.

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