INCREASE AWARENESS AND BOOST LEAD GENERATION: THE DUAL CHALLENGE IS MET WITH SQLI
Radiance Mutuelle is the sub-brand for the Auvergne-Rhône-Alpes and Bourgogne-Franche-Comté regions of Malakoff Humanis, a leading provider of private insurance in France. In accordance with the Group’s strategy, Radiance Mutuelle’s online presence was limited to Malakoff Humanis’s website, alongside its other brands. In order to raise its visibility and improve brand awareness, the regional insurance provider decided to take its digital transformation into his own hands and called upon SQLI to create its website.
Radiance Mutuelle was suffering from its low online visibility, which until then had been confined to the Malakoff Humanis website. In light of increasing competition, Radiance Mutuelle needed to fully showcase its identity, promote its services and generate leads. This meant establishing a solid online presence through a business-first website that primarily targeted private individuals, as well as freelance workers and SMBs. With a view to creating a multi-channel online journey (with online quotes) leading towards the network of physical branches, the objective was three-fold:
Since they didn’t yet possess their own website, Radiance Mutuelle employed the services of SQLI, specialists in designing, implementing, deploying and operating omni-channel solutions.
The SQLI team started by building the website’s visual design, combining the brand’s distinct identity with the Group’s website design system. Consistency was important, as the registration tunnel and customer account area were shared with the Malakoff Humanis site.
This was followed by extensive work on the UX and SEO. By organising co-design workshops, the team were able to successfully target three groups, with private individuals being the priority. Additional discussions resulted in a solution to target secondary targets through other levers such as email marketing and SEO/SEA tactics.
In order to strategically rank the company’s products, SQLI’s experts also performed a deep semantical analysis of the insurance market.
In terms of technology, Drupal 8 was chosen for its robustness, security and interoperability with the Group’s platform.
The project, which began at the start of the Covid-19 crisis, was managed remotely in its entirety using Microsoft Teams. A challenge made possible by the strictness of the Agile methodology, which SQLI introduced to Radiance Mutuelle’s stakeholders.
The site, launched in July 2020, offered some revealing first results in September and October: the number of online quotes doubled compared to the Group’s site. The website has also become a primary gateway to all the other channels, with the marketing team noting that the ‘Contact your branch’ and ‘Find a branch’ pages were those with the most views. The goal of driving visitors to physical branches was thus met. At the same time, a ‘digital branch’ was created to ensure leads generated remotely were handled correctly.
Radiance Mutuelle, who entrusted the TPAM to SQLI, has already planned changes to its site to promote its new private health products and also training for its employees.
Ludovic Scapin, Executive Vice President of Radiance Mutuelle, says: “We are very proud of our website which is exactly how we wanted it to be. SQLI quickly understood our needs and proved capable of adding value that went beyond our own vision.”
Mathieu Raymond, Operational marketing manager Radiance.fr PO adds: “We were able to efficiently work together remotely thanks to SQLI’s understanding of Agile methodology and the governance they put in place. A huge congratulations for this project must go to both the SQLI and Radiance teams who worked hard to make it happen! “.
Visit the website: radiance.fr