Specialist insurer, Hiscox, uses Speed-Trap’s online customer insight software to increase marketing channel performance and conversion

Date: 9/3/1020

Hiscox, the international specialist insurer, implemented Speed-Trap’s customer insight software in 2009 on their UK direct website (www.hiscox.co.uk) to gain a full insight into online customer behaviour and preferences across multiple channels.

Hiscox has a long history and expertise in providing comprehensive buildings and contents insurance for homeowners; and also provides specialist business insurance to over 70,000 businesses in the UK.

Stephen Rumbelow, UK Web Manager at Hiscox explains, “In order to gain a complete and useful picture of online customer behaviour, we wanted an analysis tool which would enable us to look at the site from the customer’s point of view in real-time. This had to go beyond merely tagging particular pages - we wanted to see the full customer journey, from clicking on an advert to purchasing an insurance policy. We felt Speed-Trap was the only solution which really offered this.”

Rumbelow adds, “The simplicity of Speed-Trap’s Tag-Free™ data collection method allows us to collect data without having to decide beforehand what site areas we should be collecting from, as no tagging is involved. Speed-Trap gathers all activity on all pages from all visitors, so if the questions we are asking of our marketing or site’s performance change, we already have all the data to provide the answers.”

Real-Time Root Cause Analysis
Rumbelow continues, “With the Speed-Trap software, we were able to gain an immediate insight into where people were dropping out of the quote and buy journey, right down to individual fields on forms. This knowledge has enabled us to make several improvements to the customer journey, which has helped improve our conversion rate. ”

Speed-Trap’s unique in-page technology can capture all online data ‘events’ such as selecting a check box, clicking an image, entering text or selecting a tab as a real-time stream of rich customer-focussed data. Using the data collected, companies can drive the latest generations of real-time CRM, personalisation and targeted marketing applications. Companies will have access to all the data they need down to the level of a single key-stroke or click, across all mediums, allowing a truly 360 degree view of every customer, tailoring the site to deliver the best experience possible.

Rumbelow concludes, “We are starting to gain a deep and meaningful understanding of the contribution of different media towards driving quotes and sales. We are planning to use this data to improve marketing channel performance by delivering a more targeted search engine marketing strategy and tailoring content to suit different media. Speed-Trap is now a core part of Hiscox’s online business, as we recognise that the best online businesses are data driven and in my opinion, Speed-Trap provides the best data.”


About Speed-Trap

Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyse interaction at the user interface – whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology deployed e.g. webpage, Adobe AIR, Silverlight, Flash, Flex, AJAX etc. – to deliver complete real-time data on every visitor and user of all your online applications – complete online customer insight.

Speed-Trap’s systems have come to define a new approach to the integration of online applications into an enterprise’s Information Architecture. The system’s User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioural, process and performance data from any internet, intranet or extranet application.

Speed-Trap’s customers use their patented and tag-free Dynamic Collection™ solutions to drive applications as diverse as Fraud Detection, Marketing Automation, Campaign Measurement, Usability & Design, CRM systems and Web Analytics.

With options to directly populate Enterprise Data warehouses via its partnership with Teradata, it represents the leading edge of advanced online channel data capture, analysis and delivery systems. Companies like The SAS Institute utilises Speed-Trap’s technology in their SAS for Customer Experience Analytics product that couples their world-class analytics, marketing tools with Speed-Trap technology to provide integrated cross-channel marketing and customer insight.

Based in the UK, Speed-Trap delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include Alliance & Leicester, AXA, directgov, Betfair, P&O Ferries, PC World Business and ghd. Speed-Trap’s partners include the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA Consulting.

Media Contacts

For further information, please contact:

Malcolm Duckett
Tel: +44 (0)1635 230 630
Fax: +44 (0)1635 230 435
Email: malcolm.duckett@speed-trap.com

Will Gardiner
The itpr Group
Tel: +44 (0)1932 578 800
Fax: +44 (0)1932 578 801
Email: willg@itpr.co.uk

Published on: 10:55AM on 9th March 2010