Case Study: 1st Central Insurance achieves 61% higher click-to-quote and 14% NPS lift with Kentico

1st Central Insurance - Customer Case Study

1st Central is a value-for-money motor insurer that relaunched its brand and e-commerce site in 2014 with aggressive targets to improve conversion, ancillary sales and NPS while raising market profile. The rebuild had to integrate tightly with existing infrastructure — a custom quote engine, policy administration, DVLA vehicle lookup, postcode address lookup — and deliver seamless journeys from six different aggregator partners, plus support EMS/A-B testing within an MVC architecture.

Pull Digital implemented a flexible data-passing approach (tagging syntax and JSON objects) and a Kentico-based partial-view rendering control so pages could be populated dynamically and efficiently. The result was improved commercial performance: click-to-sale rose across all aggregators, direct click-to-quote increased 61%, mobile conversion jumped 16%, ancillary penetration rose 5%, and online NPS improved 14%; Kentico was chosen for its flexibility, MVC integration and EMS capabilities.

1st Central Insurance