Based on the current performance of the SSQ Insurance and La Capitale websites as well as semantic analysis and user research, the new site’s navigation was designed first and foremost to more naturally reflect user behaviours and reflexes.

As opposed to product-based navigation, this approach is centred on the customer journey– from purchase to service delivery– thereby reinforcing the perception of an integrated offer.

The general public’s basic lack of knowledge about insurance is a chief concern in the industry. The new Beneva site offers educational and interactive content that is designed to help current and potential customers fully understand the company’s insurance products.

This approach provides a more enjoyable and less anxiety-inducing experience for consumers and also offers the brand an ideal playground to boost SEO performance.

Beneva drew inspiration from e-commerce in order to make shopping for insurance products easier: products are presented in a clear, easy-to-understand way and customers have more control during the search process.

The brand’s Product Detailed Pages (PDPs) were inspired by modern, high-performance e-commerce experiences. From visuals that bring products to life, to attributes that accurately explain what’s being chosen and the thoughtful placement of calls to action, everything has been carefully crafted to provide an engaging shopping experience.

Learn more about this campaign: https://lg2.com/en/our-work/beneva-a-digital-ecosystem-that-rewrites-insurance-codes?lang=en