Client
In a move designed to redefine the way customers buy car insurance online, Hastings Direct, the digitally focused general insurance provider, appointed VML Commerce to help them streamline the customer buying journey.
Hastings Direct wanted their new website to support their brand message to offer customers a simple and straightforward approach to buying car insurance, while providing a frictionless end-to-end customer experience, whether buying direct or from a price comparison website.
Extensive research was conducted by VML Commerce who were responsible for competitor benchmarking, mapping out the entire online journey, removing friction points, adding signature moments, and advising on best practice. All of which informed the redesign of the entire car insurance buying journey.
Since the website's launch, customer satisfaction amongst Hastings's customers has increased, with metrics showing a 14% increase in customers being able to find what they are looking for, and a 33% increase in ease of use. Trust and transparency across the buying process has also improved, with customers more confident about what is included in their core policy.
