Mercury Insurance —

Personalizing insurance selection

Mercury Insurance offers auto, home, and business insurance across 11 states. However, their outdated website and lack of user targeting put them at a disadvantage compared to their competitors’ web presence.

As the first digital touchpoint with Mercury it was essential for the site to focus on unique user journeys – new customers wanted to quickly launch insurance quotes and return customers wanted easy access to their policies. Our goal was to enhance the user experience by creating a fresh and functional site that integrated an SEO-first approach.

Heatmap analysis of Mercury’s primary navigation revealed 40% of links weren’t frequently accessed and in essence, wasted space that could be better utilized. We optimized the site navigation, removing unnecessary links and introducing mobile-only quick links. Mercury’s original site had 1,300 unique pages across 8 product lines. To reduce complexity, we implemented reusable templates with component block layouts that could be A/B tested for conversion.

An ordinarily dull experience was reimagined into a fresh, modern redesign, maximizing efficiency and impact. Site personalization streamlined the purchase path, product pages were optimized to lead with most compelling content and  a design component library was introduced for visual consistency and future brand evolution.