Personalising the Customer Experience

Toby MacLachlan, 24 February 2021

Getting customers to come to your website is one battle, but the war is only won once they’ve bought a policy!

A personalised, considered online customer experience is critical to improving quote-to-policy conversion.

In late 2020 the Ignite team worked hand-in-hand with our long-term client, Scratch & Patch, to re-design and build a new client experience.

Since launching in 2015, Scratch & Patch had had a retro feel with this Rockwell font and blocky look:

While the quote-to-policy conversion rate was ok, it wasn’t spectacular. We knew it could be much improved. With this in mind, we worked together to create a new experience that puts the customer first.

The revamped site is slicker and smarter, drawing the eye to the required fields, and less dominant in the colour palette.

Most importantly, the entire customer journey is personalised throughout. Gone are the super-impersonal questions that refer to your furry friend as ‘Pet 1’ – now, as soon as your pet’s name is entered, we refer to them by their name from there on.

What loving cat mom (or dad) wouldn’t want to get Marmalade a policy that’s been made especially for him?

We achieved this using technology called vue.js which is now used across all Ignite’s brokers’ customer sites. Other examples are and

One of the beauties of vue.js is that it looks great on mobile, and also translates itself seamlessly into a smartphone app. All of which is great for Scratch & Patch’s customers who can now enjoy immediate access to their policies, documents, renewals, and claims in their personalised customer portals.

The build took around 6-8 weeks and we’re delighted with the results. The quote-to-policy conversion rate is substantially increased, and the customer reviews are excellent.

Have a go at getting a quote with Scratch & Patch here:

If you’d like to see how we can apply these design principles to your brokerage then do get in touch.

Get in touch to organise a free, no-obligation demo.

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