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Trygg-Hansa

Nordic Morning helps Trygg-Hansa with real time personalisation

Summary

Trygg-Hansa is one of the largest insurance companies in the Nordics. Nordic Morning provides Trygg-Hansa with services to improve the digital experience. On their website, we are delivering personalized content on a larger scale through the capabilities in our partner Adobe's tool, called Adobe Target. The goal was to build a more relevant brand experience, and to decrease the drop-off rate from insurance quotations to purchase.

Proof of concept

Nordic Morning delivered a proof of concept (POC) for Trygg-Hansa, where the mission was to experiment with two target group hypotheses for two different car brands, to gain better customer experience and content relevancy.

Nordic Morning suggested the idea of the POC, which included building on the branch logic, producing the content and implementing the solution on Trygg Hansa’s website during spring 2020 using real-time data.

Nordic Morning captured different variables of both behavioral and quantitative visitor data and combined it with Adobe Targets and different attributes for targeting. As a result, we were able to improve customer relevancy through both targeted messaging and personalized visual content by revealing the car brand of the specific user, which was pictured in the city the user was living in.

When the user was identified, but dropped off from the web page, we could make sure that the next time the visitor was exposed to the POC in real time.

We combined data, such as car-brand, with geo-targeting data to create a more personalized and relevant experience. At the same time, we tried different types of copy to identify which one was most successful for each target group. We also did a follow up and analysis via Adobe Analytics, where we measured the customer journey follow through, confirming how many clicks were made and where. This helped Trygg-Hansa see which type of messaging triggered the different target groups the most, and which target groups were triggered the most by being exposed to targeted, personalized content.

trygghansa-workflow-map

mockup-case-trygghansa

KPIs
  • Enhance the digital experience for the end user by creating personalized ‘conversations’ with the website visitor.
  • Improve sales retention from abandoned prospects.
  • Increase insurance coverage by promoting Trygg-Hansa’s USP for a specific product.
Testimonials

We wanted to achieve something with this proof of concept that we have never done before – presenting real time personalisation that elevates the customer experience beyond what anyone thought was possible. We are extremely happy with the result, and with Nordic Morning’s dedication and hard work to make it happen. They really delivered, and together we created something that truly demonstrates the amazing possibilities of new technology combined with talented creatives.

Nils Cornell, Web Analyst, Trygg Hansa

Our mission with this POC was to let Trygg-Hansa get to know their customers better through clearer insights and an improved understanding of user behaviour in the customer journey. The logic behind these kind of tests is quite complex, but as long as the logic is based on clear business goals – as it was for Trygg-Hansa – it’s very straightforward and easy to scale. We’re looking forward to continue this kind of tests and targeting, working together with more of Trygg Hansa’s product segments, and getting to know their target groups even more.

Natalie Westerdahl, Client Manager, Nordic Morning

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