Case Study: RSA Insurance Group achieves personalized web experiences and higher conversions with Adobe Marketing Cloud

RSA Insurance uses Adobe Marketing Cloud to deliver more personalized web experiences to customers and boost conversion rates

RSA Insurance Group, one of the world’s oldest insurers with a 300-year history, 23,000 employees and 17 million customers across 140 countries, needed better ways to engage online visitors and improve conversions for a product people buy out of necessity. Regional teams had disparate analytics and RSA wanted to measure visitor behavior, personalize the customer journey, and quickly act on insights to boost sales and service use.

RSA deployed Adobe Marketing Cloud (Adobe Analytics/SiteCatalyst, Discover, ReportBuilder, Test&Target, Genesis and integrated ClickTale heat maps) to drive behavioral targeting, testing and automated reporting across sites. Personalization and segmentation (e.g., by referrer and new vs. existing customers) lifted conversion by 2% and increased profit by almost £1 per sale, raised login rates by 6% for existing customers, and improved homepage conversion by 4%, while giving fast, actionable insights for further optimization (including planned mobile improvements).

RSA Insurance Group

Daniel Huddart

Head of Analytics, RSA Insurance Group