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Special Project

Special Project
From the 9th Annual Shorty Awards

Entered in Insurance


Provide a world-class digital branded experience that inspires, engages and increases consumer and site activity, driving satisfaction, and supporting conversion actions for growth and retention. The strategy for is to provide users the ability to learn, buy and engage with our company and to provide a personalized experience to help the user take action to protect what matters most to them while being device agnostic.

The main goal of the new website is to promote growth by using metrics based targeting and dynamic content that can be delivered based on items we can capture from the user. In short we want to create a "Smart Website" that leverages a foundation that is scalable and can drive action from users. By detecting attributes about our users we can create segmented messaging that can speak to their wants and needs.

Strategy and Execution

Consumers are evolving in the way they interact with online properties, both in terms of technology and experiences. Our goal is to reposition our web properties to cater to the changing marketplace. We want to enable our website to listen to customers and prospects and value the time spent on site. Our goal is to entertain, inform and provide utility, or people will find a provider that will offer these features. Regardless if they are paying a bill or researching insurance, we want to pay attention to how they are interacting with our online properties. Beyond just listening, we want to make our website come alive with custom messaging that is driven by observations and data. is meant to guide the users through their online journey with a personalized, dynamic path. The site will help the user validate that they are in the right place when they land on the site, propel them to know what to do next, empower them to take the next step and recognize the effort and reward them for taking the time. The redesigned site that launched on 6/22/2016 enhances the shopper experience and provides more relevant content on any device the user wishes to engage with us on.


The enhanced site experience led to an 8% increase in site traffic and an increase of 13% in mobile traffic. Having highly creative imagery and relevant content gave us the confidence to drive more paid media traffic as well as enhance our CRM efforts. Our customers can now much more efficiently perform the most common actions on our site, which is to Get a Quote and log into their online service portal MyAccount. We developed all new content for the new site and have seen an increase in engagement in our insurance product pages. One of the biggest success was the increased effectiveness of our Find an Agent component. We saw an increase of Agent Searches of 9%.


Entrant Company / Organization Name

American Family Insurance

Entry Credits