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How Prudential re-launched their website to increase sales and conversions

How Prudential re-launched their website to increase sales and conversions

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The brief:

Prudential’s aim was to re-launch the Prudential website as the destination hub for consumers seeking to understand their retirement needs. Our challenge was to develop a dynamic and responsive web presence for Prudential with the aim of making the premier retirement site on the web, embodying the company’s ambition to be a leader on the subject.

The work:

The site provides impartial, educational content on a range of retirement issues and helps customers to plan for a rewarding, comfortable life after work. It helps them make informed decisions about their retirement needs and to take appropriate action to achieve their desired lifestyle in retirement.

The new site adds value to offline marketing campaigns while being genuinely useful and informative, driving greater consumer activity across a wider range of products. The redesign also integrated the Retirement Calculator, a proven useful resource for consumers planning their retirement, which previously ran separate from the main site.

The results:

Prudential has transformed its consumer website into a retirement income resource hub, segmented for the needs of consumers at different stages of pre-retirement and retirement.

The new site enables Prudential to achieve enhanced revenues through greater volumes of end-to-end online sales, increases in lead generation opportunities and increased conversion rates across online campaigns. Targets for site traffic have already been exceeded by 20%.

Steven Zuanella, Prudential's Head of Online and E-commerce states, “Putting the customer at the heart of our development process was central to the success of this initiative. The new site is the result of rigorous development that involved customers at every step of the journey.”

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