Audience based corporate site for Orígenes Seguros

Orígenes Seguros has a broad catalog: retirement, life, health and property insurance, for individuals, companies and broker advisors. Its corporate site had to make sense of all that.

A catalog with three different audiences is not solved with good navigation: it is solved by deciding which door each visitor comes through, because an individual and a broker neither look for the same things nor understand the same terms.

And on top of that the site was slow, measured in September 2019.

• 8.6 seconds to full load: at 2.9 MB in weight and 104 requests per page.
• Unclear catalog: the range of products had no structure to organize it.
• No capture per product: no systematic way to turn interest into a lead.

For an insurer that sells through advice, a site that informs and does not capture leaves all the work to the phone.

We restructured the site by audience rather than by catalog, with a contact form on every product so interest does not get lost.

The new site launched in January 2021, with conversion measurement live from day one.

Three front doors

• Architecture organized by audience: Individuals, Corporate and Brokers.
• Direct access to the policyholder and broker portals from the navigation.
• Each visitor finds their path without having to interpret the whole catalog.

Every product with its capture

• A page per product with calls to action to quote, buy or ask for advice.
• A contact form on each one, so capture is systematic rather than page dependent.

Self managed and fast

• Responsive, mobile first design, informative and minimal.
• Content manager with users and permissions by section.
• Semantic markup and optimization with metadata and structured data.
• Page weight and request count were tackled at the root, which is what separates a redesign from a repaint.

Architecture and technology

• WordPress with a content manager and permissions by section.
• Conversion measurement implemented from launch day.
• Audience based architecture with direct access to both company portals.

Learn more about software development and digital marketing.

The site went from organizing a catalog to resolving three different journeys, and capturing on every product.

Starting point

• 8.6 seconds to full load, 2.9 MB in weight and 104 requests, measured September 2019.
• PageSpeed at 68% and YSlow at 49%.
• Catalog with no audience structure and no systematic capture.

Results

• Site reorganized into 3 audiences: individuals, companies and brokers.
• 33 product and service pages, each with its call to action and its form.
• Content manager with users and permissions by section.
• January 2021 launch with conversion measurement live from day one.

Strategic impact

• Launching with measurement in place avoids the blind period where nobody knows if the new site works.
• Section level permissions keep day to day operations on the client side.