VEMM
Doubling conversions with a more engaging journey into financial services.
Challenge
Requesting an insurance quote asks people to do some work before they know what they’ll get back. VEMM wanted more visitors to take that step across its Brazilian websites, which offered services from insurance to loans.
The pages had already been optimised. The next opportunity was in the experience itself, particularly for people hesitant about using financial services online. We set out to make the offer easier to understand and the journey towards a quote more inviting, with an approach the team could adapt across its portfolio.
Solution
Make the journey worth following
We started with the person considering the service and deciding whether to share their information. A highly visual sequence combined explanation with entertainment, giving visitors context for the offer as they progressed towards signup. We produced the copy, artwork, interface design, and development together so the information and interactions followed the same story.
Give people reasons to feel comfortable
A financial-service website needs to earn the confidence it asks for. The educational content explained the offer, while the visual presentation made it more approachable to explore. Each step needed to help the visitor understand enough to decide whether to continue.
Build Centro for the wider portfolio
After the initial results, we developed a reusable framework for VEMM’s other properties. The team called it “Centro.” It let them adapt the approach to different services with relatively minor changes per website.
Results
Conversions doubled
The original project account reports a doubling of conversions after the strategy, copy, artwork, design, and development were implemented. That result followed work on pages which had already undergone optimisation.
Centro extended the approach
VEMM applied the framework across its wider group of websites. Relatively minor changes per site let the team put the approach to work for different services.
From one offer to the next
VEMM received the strategy, creative, and implementation together. The framework kept those parts together as the team adapted pages for each offer.
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