TFP Website Optimisation Review<br />18th October 2011 <br />Mike Walsh<br />
Introduction<br />
Introduction<br />TFP  have a successful business with the majority of the business coming through a network of national b...
The Market Place<br />Quote Process:<br />Mid Term Adjustments:<br />Renewals:<br />Claims:<br />Accounts<br />Housekeepin...
The Market Place<br />Stats:<br />300,000 taxis in the UK<br />Top 3 Competitors:<br />LV, Westminster, Sabre<br />Top 3 B...
The Future Market Place<br />Stats:<br />300,000 taxis in the UK<br />Top 3 Competitors:<br />Powerplace, Your Insurance &...
The Quote Process  www.tfpschemes.co.uk<br />
New Business > The Quote Process<br />Current process (min 7 steps)<br />Quote>Vehicle Details>Premium> Declaration> Accep...
Site Statistics > 30.09.2011<br />15,889 logged onto the TFP home page<br />2,842 started a single taxi quote<br />1,455 g...
Portal > Home Page<br />Salesmanship:<br />No telephone numbers<br />Usability:<br />Tabs not clear or large enough to ass...
Portal > Quote Page<br />Salesmanship/usability:<br />A clear status bar is not displayed at the top to indicate user’s pr...
Portal > vehicle page <br />Usability:<br />Vehicle details takes you to a different page and will confuse the user:<br />...
Portal > Premium page <br />Salesmanship:<br />Price needs to be the highest visual priority: <br />Users ’ first action i...
Portal > Premium page – Add on’s<br />Salesmanship:<br />Add on’s below the fold should be presented after Premium<br />Us...
Portal > Premium page - Contact TFP<br />Salesmanship:<br />Contact Us is an e-mail form no contact details or department ...
Portal > Help <br />Salesmanship/usability:<br />No content on MTA’S on help page:<br />
Portal > Accept quote page <br />Usability:<br />No consistency on lay out of information on page<br />Usability:<br />Pay...
Payment Screens<br />Portal > Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No ...
Portal > Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />...
Portal – Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />...
Portal – Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />...
Portal – Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />...
Portal – Confirmation page <br />Salesmanship/usability:<br />Need to provide a clear confirmation of purchase:<br />Make ...
Add On’s/X-sell  <br />
Add ons – Revenue Potential <br />
Mid Term Adjustments<br />
Mid Term Adjustments<br />Salesmanship/usability:<br />Same issues as Quote process +<br /><ul><li>No individual broker de...
MID not updated automatically
No dedicated telephone numbers (Solo team receive MTA calls)
No docs or cert issued online
10</li></li></ul><li>Renewals<br />
Renewals<br />Salesmanship/usability:<br />Same issues as Quote process +<br />Also, no feedback to existing broker when q...
10</li></li></ul><li>Claims<br />
Claims<br />Salesmanship/usability:<br />Same issues as Quote process +<br />No process for reporting a claim all handled ...
10</li></li></ul><li>Accounts<br />
Accounts<br />Salesmanship/usability:<br />No functionality for brokers to see monthly statements <br /><ul><li>10
10</li></li></ul><li>Housekeeping <br />
Housekeeping -  www.tfpschemes.co.uk<br />Usability:<br />No forgotten password/username functionality<br />Housekeeping:<...
Housekeeping – General - M.I. <br />Housekeeping:<br />Management of the website should be brought in house:<br />No Manag...
Portal – https:/tfptaxi.peterevans.com/quote/log.in<br />Branding:<br />URL and copyright should be TFP<br />Home Page sho...
Current Quote Process<br />
Premium Page<br />
Payment Screens<br />
What does “Best in Class” Look like ?<br />
Portal - Home Page screen shot<br />
Recommendations<br />
Executive Summary<br />Quick Wins:<br />Provide  relevant deptcontact details<br />	Use web chat to assist  users whilst o...
82<br />
TFP Website Optimisation Review<br />18th October 2011 <br />Mike Walsh<br />
Forgotten Password <br />
Taxi fleet plus review 18.10.2011
Taxi fleet plus review 18.10.2011
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Taxi fleet plus review 18.10.2011

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TFP review 18th October 2011

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Taxi fleet plus review 18.10.2011

  1. 1. TFP Website Optimisation Review<br />18th October 2011 <br />Mike Walsh<br />
  2. 2. Introduction<br />
  3. 3. Introduction<br />TFP have a successful business with the majority of the business coming through a network of national brokers, these brokers use the TFP schemes portal to obtain quotes and manage policies online, this was last updated in 2008, advances in technology and website design now allow TFP the opportunity to improve the current offering for the benefit of both users and TFP. <br />In 2011 TFP have undertaken a review of its web based solutions with a view to optimizing it’s current offerings using technological and usability enhancements to design a best-in-class online sales and service model<br />This report details the findings of that review and the impact that these recommendations will have to a web-based insurance user journey <br />Implementing these recommendations will help TFP ensure that the quote and after –sales servicing platform provide the “Best in Class” experience for it’s users<br />3<br />
  4. 4. The Market Place<br />Quote Process:<br />Mid Term Adjustments:<br />Renewals:<br />Claims:<br />Accounts<br />Housekeeping<br />Summary of Recommendations<br />The Approach<br />
  5. 5. The Market Place<br />Stats:<br />300,000 taxis in the UK<br />Top 3 Competitors:<br />LV, Westminster, Sabre<br />Top 3 Brokers<br />Swinton, Cabshield, A-Plan<br />Customers:<br />80% of online search via Google and over 30,000 searches per month for taxi insurance TFP do not appear on google<br />Social Media:<br />Linked-in and Facebook small positive feedback on TFP in forums/blogs<br />
  6. 6. The Future Market Place<br />Stats:<br />300,000 taxis in the UK<br />Top 3 Competitors:<br />Powerplace, Your Insurance & Simply business.<br />Top 3 Brokers<br />Money Supermarket, Compare the market & Confused<br />Social Media:<br />Blogs & Forum’s will be the main reference areas for reviews and recommendations<br />
  7. 7. The Quote Process www.tfpschemes.co.uk<br />
  8. 8. New Business > The Quote Process<br />Current process (min 7 steps)<br />Quote>Vehicle Details>Premium> Declaration> Accept>Payment>Deposit>Confirmation<br />New process (min 3 steps)<br />Quote>Premium> Accept>Confirmation<br />For every page you reduce in your process = 10% increase in sales =<br />
  9. 9. Site Statistics > 30.09.2011<br />15,889 logged onto the TFP home page<br />2,842 started a single taxi quote<br />1,455 got a quote ( 50% dropped off)<br />109 purchased a policy (7.5% conversion ratio)<br />IF WE IMPROVED THE DROP OFF RATES BY:<br />10% (45%) = 1563 quotes =117 sales=6 add sales and £9k GWP <br />20% (40%) = 1705 quotes = 128 sales = 19 add sales and £28.5k GWP<br />30% (35%) = 1847 quotes = 138 sales = 29 add sales and £43.5k GWP<br />40% (30%) = 1989 quotes = 149 sales = 40 add sales and £60k GWP<br />10<br />Size of the Prize<br />
  10. 10. Portal > Home Page<br />Salesmanship:<br />No telephone numbers<br />Usability:<br />Tabs not clear or large enough to assist in navigation on site<br />Usability/Salesmanship:<br />Home page cluttered no differentiation between volume products.<br />Diary, MTA’s, Renewals & Claims not given enough prominence <br />Salesmanship:<br />This home page is your shop window to the broker network and needs to be changed/updated on a regular basis<br />
  11. 11. Portal > Quote Page<br />Salesmanship/usability:<br />A clear status bar is not displayed at the top to indicate user’s progress through the quote form<br />Usability:<br />No consistency on lay out of questions.<br />Salesmanship/Usability:<br />No support functions:<br />Contact details:<br />Documents:<br />i-buttons<br />FAQ’s<br />
  12. 12. Portal > vehicle page <br />Usability:<br />Vehicle details takes you to a different page and will confuse the user:<br />“Year of Make” not the most intuative starter question for user<br />Usability:<br />Additional fields appear one by one rather then all appearing on the screen<br />
  13. 13. Portal > Premium page <br />Salesmanship:<br />Price needs to be the highest visual priority: <br />Users ’ first action is to hunt for the price.<br />Usability:<br />No consistency on lay out of information on page<br />Salesmanship/Usability:<br />No support functions:<br />Contact details:<br />Documents:<br />FAQ’s<br />
  14. 14. Portal > Premium page – Add on’s<br />Salesmanship:<br />Add on’s below the fold should be presented after Premium<br />Usability:<br />Error message appears if you select “Data Head” add on before inputting any value<br />Salesmanship/Usability:<br />No support functions:<br />Contact details:<br />Documents:<br />FAQ’s<br />
  15. 15. Portal > Premium page - Contact TFP<br />Salesmanship:<br />Contact Us is an e-mail form no contact details or department telephone numbers<br />
  16. 16. Portal > Help <br />Salesmanship/usability:<br />No content on MTA’S on help page:<br />
  17. 17. Portal > Accept quote page <br />Usability:<br />No consistency on lay out of information on page<br />Usability:<br />Payment choices should all be presented on the same page<br />
  18. 18. Payment Screens<br />Portal > Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />No DDM/Credit card imagery<br />No Security imagery<br />
  19. 19. Portal > Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />No DDM/Credit card imagery<br />No Security imagery<br />
  20. 20. Portal – Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />No DDM/Credit card imagery<br />No Security imagery<br />
  21. 21. Portal – Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />No DDM/Credit card imagery<br />No Security imagery<br />
  22. 22. Portal – Payment page <br />Salesmanship:<br />No telephone numbers <br />No contact options<br />No info/help/FAQ’s<br />No DDM/Credit card imagery<br />No Security imagery<br />
  23. 23. Portal – Confirmation page <br />Salesmanship/usability:<br />Need to provide a clear confirmation of purchase:<br />Make it clear that the purchase is complete<br />Re-iterate what has been bought<br />Provide access to key product documents and allow printing of the motor certificate<br />Spell out any offline next steps<br />Provide required contact numbers<br />Detail any cross sells – unobtrusively <br />
  24. 24. Add On’s/X-sell <br />
  25. 25. Add ons – Revenue Potential <br />
  26. 26. Mid Term Adjustments<br />
  27. 27. Mid Term Adjustments<br />Salesmanship/usability:<br />Same issues as Quote process +<br /><ul><li>No individual broker details on MTA’s
  28. 28. MID not updated automatically
  29. 29. No dedicated telephone numbers (Solo team receive MTA calls)
  30. 30. No docs or cert issued online
  31. 31. 10</li></li></ul><li>Renewals<br />
  32. 32. Renewals<br />Salesmanship/usability:<br />Same issues as Quote process +<br />Also, no feedback to existing broker when quoted by another broker on TFP quote system<br /><ul><li>10
  33. 33. 10</li></li></ul><li>Claims<br />
  34. 34. Claims<br />Salesmanship/usability:<br />Same issues as Quote process +<br />No process for reporting a claim all handled by Aviva’s claims process/network<br /><ul><li>10
  35. 35. 10</li></li></ul><li>Accounts<br />
  36. 36. Accounts<br />Salesmanship/usability:<br />No functionality for brokers to see monthly statements <br /><ul><li>10
  37. 37. 10</li></li></ul><li>Housekeeping <br />
  38. 38. Housekeeping - www.tfpschemes.co.uk<br />Usability:<br />No forgotten password/username functionality<br />Housekeeping:<br />No Service Level agreements (SLA’s) with current suppliers<br />No Disaster Recovery Plan<br />No Escrow Agreement with Peter Evans<br />No Social Media capabilities (Facebook/You Tube/Twitter/Linked-in)<br />
  39. 39. Housekeeping – General - M.I. <br />Housekeeping:<br />Management of the website should be brought in house:<br />No Management Information on main website<br />M.I. on Portal limited<br />No field level M.I. on portal<br />No Content Management System on websites<br />
  40. 40. Portal – https:/tfptaxi.peterevans.com/quote/log.in<br />Branding:<br />URL and copyright should be TFP<br />Home Page should follow website look and feel<br />Salesmanship:<br />Look & Feel should mirror the main website<br />Usability:<br />No forgotten password /username functionality<br />
  41. 41. Current Quote Process<br />
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49. Premium Page<br />
  50. 50.
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58.
  59. 59.
  60. 60.
  61. 61. Payment Screens<br />
  62. 62.
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67.
  68. 68. What does “Best in Class” Look like ?<br />
  69. 69.
  70. 70. Portal - Home Page screen shot<br />
  71. 71.
  72. 72.
  73. 73.
  74. 74.
  75. 75.
  76. 76.
  77. 77.
  78. 78.
  79. 79.
  80. 80.
  81. 81.
  82. 82.
  83. 83. Recommendations<br />
  84. 84. Executive Summary<br />Quick Wins:<br />Provide relevant deptcontact details<br /> Use web chat to assist users whilst online<br /> Provide policy issue/documentation at point of sale<br /> Provide statements online (paperless accounts)<br />Redesign the Portal focusing on improving the process and user experience: <br />Enhanced user experience for Quote /MTA/Renewal & Claims process<br />DVLA Look up ?<br />Question set info/error messaging<br />Manage the websites and understand visitor activity/issues: <br /> Bring your main website in-house<br /> Tag the TFP Portal with a solution that understands user activity/ issues (Session Cam)<br /> Review current providersSLA’s, Disaster Recovery & Escrow Agreement <br />Synchronise all transactions between the portal and VIP’s/VIP’s and the Portal <br />Automate MID updates<br />81<br />
  85. 85. 82<br />
  86. 86. TFP Website Optimisation Review<br />18th October 2011 <br />Mike Walsh<br />
  87. 87. Forgotten Password <br />

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