Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
National Insurance Company Website Report
1. Analysis And Identification Of
National Insurance Company Limited Website
With Aim Of Increasing Customer Reach
Case Study Report
Desh Ratan
Vinod Gupta School of Management, IIT Kharagpur
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Executive Summary
This is a Report on National Insurance Company websites. A simply look at the website
shows it’s not a very user friendly site. Now most of the website works on SPA(Single
Page Application) model where all the relevant information is provided on the Home Page
itself by scrolling down the page where one does not have to click on various links across
the web page.
Using web analyser, one can see that the website uses java and SPA works best using
Angular and other modern website building technology such as MEANstack(Mongo
DB,Express,Angular and Node js).
The report gives a broad look of the various issues the NIC website faces and also presents
a comparative analysis with its competitors.
In order to gain edge over the competitors, there are basically two ways:
1.On Page Optimization: It refers to all measures that can be taken directly within the
website in order to improve its position in the search rankings.
2. Off Page Optimization: It refers to techniques that can be used to improve the position
of a web site in the search engine results page (SERPs).
We've seen a phenomenal growth in the importance of organic, then paid search, then
social media and more recently, incredible worldwide growth in mobile and particularly
smartphone usage.
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Table of Contents
Executive Summary……………………………………………………………….. ……....1
Introduction …………………………………………………………………………….…..3
Comprehensive Analysis Of Company’s Website………………………………………..4
Loss To Nic Due To Ignorance Of Digital Marketing…………………………………...6
Competitor Analysis For Company’s Website ………………………………………….10
General Website Design Tips For Insurance Firm………………………..13
Analysis Of Broken Links On Company’s Website…………………………………….14
Effect Of Broken Links …………………………………………………………………..16
Mobile Marketing Statistics To Help Us To Plan For 2018……………....17
Conclusion …………………………………………………………………...19
References……………………………………………………………………20
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Introduction:
A simple question, What is a website? In its bare form, a website is a single domain that
consists of different web pages. We should all know that by now, but surprisingly what
we don’t all know, is the benefits a website can provide for your business and its shocking
to witness how many business don’t actually have a website or online presence!
What are some other benefits of having a business website?
▪ Cost Effective
We know exactly how much our website is going to cost us and it’s ongoings – a brick
and mortar store, on the other hand, is susceptible to many out of the ordinary
occurrences which could blow out the costs such as leaving the lights on, theft, damage,
extra staff etc.
▪ Accessible around the clock
Since our website is operational around the clock, from the convenience of the local
coffee shop, their couch or their bed, our customers and clients can easily access our
website and services
▪ Convenient
Smart businesses realise this and thus have their own website housing their products
and services so that potential customers can browse online for the products they want
to purchase
▪ Credibility
By building a website we are giving our business the opportunity to tell consumers
why they should trust us and the testimonials and facts to back up those opportunities.
▪ Sales
Without sales, or selling more than we spend, our business is doomed. By having an
online presence we allow for the sale of our products or services around the clock to
whoever whenever with no or hardly any limitations.
▪ Marketing
Having a website and online presence strategy allows us to market our business online
▪ Bottom-Line
It is imperative for every business to have a website. The more professional your
website is, the more advantages you can gain
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Comprehensive Analysis Of Company’s Website
1. Website Traffic : Website has a total visits of around 351k in last 6 month but a matter of
great concern is bounce rate which is very high i.e around 25.30%.
2. Website Geography : Website has maximum visits from India.
3. Traffic Source: Usually people come to website by search or direct method.
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4. Referrals Analysis: Around 17% of website traffic comes from referrals.
5. Search Analysis : All the traffic are generate by organic search, NIC does not advertise
using latest tools like AdWords.
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6. Social Media Analysis :Only 0.4% of website traffic is generate by social media. Company
is losing a lot in this front
After having a comprehensive look at company website traffic, One can easily reach at
conclusion that company is not using the latest tools an technique that a Insurance Firm
uses in order to drive traffic over its website. If one is not yet utilizing the power of
digital marketing for their business, they are missing a lot of golden opportunities.
Our prospective customers are waiting for us in the digital world
National Insurance Company is losing the benefits of digital
marketing like:
(1) Strategizing with The Valuable Data and Analytics :
With digital marketing, one can have an idea of the exact number of people who have
viewed our website’s homepage in real time. With google analytics, one can track stats
and information about our marketing website. It will let us know about –
• the number of people visiting your business page
• their geographic location
• the sex, age and interests of the visitors
• how much time they are spending on your site
• the source of traffic from various gadgets
• website bounce rates
• how the traffic has changed over time
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(2) Content Performance and Lead Generation :
Imagine one has to create a product brochure and delivere it to people as an offline
content.Does it seem to be convenient enough?The problem is that one has no idea how
many people have gone through that or, in the worst scenarios, how many people threw it
into the trash!Once we create an impactful visual content, we should start promoting it on
social media. Through such networks, buyers would be able to learn about products and
services through influencers and peers.
The more engagement we get, the more Google considers our content to be worthy. And
in turn, it will boost our SEO(Search Engine Optimization) rankings with ease.
Through digital marketing, one can measure exactly how many people viewed our
marketing content. Thereafter, one can collect the contact details of those who download
it by using forms. Additionally, we’re also generating qualified leads when people
download it. With a solid lead nurturing strategy, we can build better awareness and
affinity for our brand.
(3) Improved Conversion Rates
Converting a customer online is not a big deal. All we need to do is just make our
marketing strategy an engaging one.Targeted traffic offers bigger chances for conversion.
Unlike other types of advertising, digital marketing lets us have a two-way conversation
with customers and leads.
Through digital marketing, one can reach out to our customers at any time. Instead of
bothering them with multiple phone calls, reaching customers online seems to be a better
idea. Just send an email and let them make a purchase and learn more about our
organization. From such interactions, important leads can be generated, which would
eventually bring an increase in conversion rates.
(4) More Cost Effective Than Traditional Marketing
Digital marketing lets us save our money to a substantial extent. This has the potential to
replace costly advertising channels such as television, radio and yellow pages.With email
marketing automation, one can boost our leads. Thus, it will allow us to pre-load content
and schedule it for sending out the content at key times.
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(5) Higher Revenues
It’s a well-known fact that higher conversion rates can be generated by effective digital
marketing techniques. Hence, it will deliver loads of profitable benefits for our business
in terms of better and higher revenues.
While advertising our brand:
• have a good layout that enables easy navigation
• use the digital platform to understand customer purchase patterns
• offer the right idea that meets the needs of your customers
• use multiple digital marketing channels to gather useful data
(6) Higher ROI from our Campaigns
Digital marketing companies optimize conversion rates to achieve maximum Return on
Investment (ROI) for businesses. With smarter branding and better revenues, digital
marketing can fetch a better ROI than traditional marketing. With effective tracking and
monitoring methods, results can be analysed. It helps the organizations to take necessary
measures as soon as possible.
With digital marketing, one can generate a steady flow of targeted traffic that gets
converted into sales and leads. And, the more our business generates this kind of traffic,
the faster we can enjoy your ROI.
(7) Getting Prepared for the “Internet of Things”
The “Internet of Things” is a global ecosystem of interconnected devices – smartphones,
tablets and several other gadgets. These can help people interact with each other through
the world of web.Digital marketing will prepare our business towards this eventuality. It
will permeate through every aspect of people’s lives.
Our business survival strategy needs to be equipped with this interconnected grid. It will
provide us an access window to reach out to targeted audience belonging to this online
grid.
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(8) Earning People’s Trust and Building Brand Reputation
Digital Marketing leverages on social media signals, social proof and testimonials availed
from bonafide consumers. The more reliable these social signals are, the higher the trust
rate it can generate from targeted audiences. People would trust information about a
particular brand if the data comes from people they know. And once we meet their
expectations, our brand reputation will go viral. Eventually, it will open new doors of
opportunities for reaching bigger markets.
(9) Ensuring Online Business Survival
Many people may come and go, but a targeted few will actually make a purchase. If we
can target the right kind of people who are going to be our potential customers, the best
results will surely come. By implementing smart tactics, like blogging and social media,
we can communicate with the target audience. It will help us gain valuable feedback and
insights. With these, one can strategize and ensure the survival of our business.
(10) Know All About Your Competitors
As they say – “Keep your friends close and your enemies closer.”
Social media competitive analysis is an integral part of your digital marketing campaign.
When one is engaging in digital marketing, he can ask the experts to look into our
competitor’s online strategies. It will help you to capitalize on any possible opportunities
in no time. One can see what they are doing to gain an upper hand and reach more
consumers. Thus, one can figure out marketing opportunities and gain a strong competitive
advantage.
(11) Real Time Results
Unlike traditional methods, one can see in real time what’s working and what’s not for
our online business.
Through online marketing, one can know about:
• the number of visitors to our site
• peak trading times
• conversion rates
• Increase/drop in website traffic
• bounce rate
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Comprehensive Analysis Of Company’s Website With The
Competitors
1.Website Ranking: NIC has a poor ranking in global as well as country context.
It does not get indexed by the ranking algorithm.
2.Website Audience : NIC has a very low total visits by audience compared to its
competitors. whose visits are in million. It also has a low engagement than the competitors.
3.Website Engagement : NIC has a very low engagement with the audience
despite the visitors average visit is around 6 min which is highest among its
competitors. It also has very high bounce rate which is a matter of great concern.
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4.Recent Trends :NIC has visits in K(Thousands) while the competitors has in
M(Millions).
5.Geography :NIC has most audience from India but it accounts for only 14.3 %
of traffic share.
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6. Marketing Mix :NIC does ok in various source but lacks in referral system.
7. Referral Anlaysis :NIC does not have a good referral system in place.
4.Search:NIC has low search compared to others.
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4.Social Media :NIC has good presence on Facebook.
General Website Design Tips for Insurance Firm
• Fully Responsive And Mobile-Friendly
• Clean Layout With Modern Appeal
• Simple, Easy To Understand Navigation
• Quick Loading Time
• Easy Access To Important Documents And Contact Information
• Gauge Interest With Call-To-Action Buttons
• Give Clients Access To Quotes Online
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Analysis Of Broken Links On Company’s Website
The company official site has number of broken or dead link which affect its site
ranking adversely.
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EFFECT OF BROKEN LINKS:
Broken Links Negatively Affect SEO. It's important to understand that one of the ways
search engines rank websites is by crawling their links. If there are dead links on our
website, it can stop search engine spiders from crawling our site and, thus, indexing it.
▪ Broken Links Stop Search Engine Crawlers In Their Tracks
▪ Broken Links Lead To Lower Website Traffic
▪ Broken Links Turn Users Away
▪ Google Frowns Upon Dead Links
▪ Lead To Loss Of Revenue
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Mobile Marketing Statistics To Help Us To Plan For 2018
▪ As of March 2017, 80% of top Alexa websites were mobile adaptive.
▪ 51% of all digital ad budgets in 2016 were spent on mobile.
▪ 70% of people report disliking mobile ads.
▪ 80% of internet users own a smartphone.
▪ 48% of consumers start mobile research with a search engine,
but 33% go directly to the site they want.
▪ Users spend on average 69% of their media time on smartphones.
▪ Google drives 96% of mobile search traffic, followed by Yahoo at 2% and Bing at
1%.
▪ Apps account for 89% of mobile media time, with the other 11% spent on websites.
▪ 33% of consumers start mobile research with a branded website, only 26% with a
mobile app
▪ 80% of social media time is spent on a mobile device.
▪ Pinterest is the most mobile social network and 64% of its referred traffic comes from
either smartphones or tablet devices.
▪ Over 50% of smartphone users grab their smartphone immediately after waking up.
▪ 57% of users say they won’t recommend a business with a poorly-designed mobile
site.
▪ The two most popular ways companies are optimizing for mobile are
1. using a simple template that works for all devices (52%)
2. creating a mobile responsive email template (39%)
▪ 68% of companies have integrated mobile marketing into their overall marketing
strategy
▪ 71% of marketers believe mobile marketing is core to their business.
▪ 58% of companies surveyed have a dedicated mobile marketing team.
▪ Google says 61% of users are unlikely to return to a mobile site they had trouble
accessing and 40% visit a competitor’s site instead.
▪ In 2014, smartphones accounted for over 33% of all online traffic compared to tablets
at just over 12%.
▪ Mobile email opens have grown by 180% in the last three years.
▪ 83% of mobile users say that a seamless experience across all devices is very important.
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▪ 91% of mobile users say that access to content is very important.
▪ Average smartphone conversion rates are up 64% compared to the average desktop
conversion rates.
▪ 57% of users say they won’t recommend a business with a poorly designed mobile site
▪ 88% of consumers who search for a type of local business on a mobile device call or
go to that business within 24 hours.
▪ 83% of B2B marketers said mobile apps were important to content marketing.
▪ By 2018, 8 in 10 email users will likely access their email accounts exclusively from
their mobile devices
▪ 40% Of Mobile Searches Have Local Intent
▪ 70% Of Consumers Delete Emails Immediately That Don’t Render Well On A Mobile
Device
▪ 48% of millennials view video solely on their mobile device.
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Conclusion:
• we can safely assume that if our buyer persona has internet they have a smartphone.
• People prefer reading emails on their mobile device and use their smartphones
more for reading emails than for making calls.
• Marketers are optimizing for mobile and focusing more on mobile marketing at an
increasing rate.
• Consumers are more likely to recommend and buy from the business that has a
better mobile experience.
• The majority of money spent on digital advertising is targeted towards mobile.
Most social media activity takes place on mobile.
Now that we know how digital marketing can help our business, one should
make the move without any delay.
