|This drive to quote app enjoys a 66% conversion rate, not including call center leads.
Allstate wanted to bridge that gap by offering shoppers a way to de-mystify the auto insurance experience without the “legal-ese” that was common in the category.
Live video of four different “guides” was shot for the specific purpose of being integrated into the app. Each guide delivered the same info, but the tone and flavor of the delivery varied to suit the demographic segment they represented.
The app also features “real life examples” that illustrate how the coverage pays for things that happen to you in the real world.
The content also varies by state, so 50 different versions of the on-screen text and definitions needed to be created in order to make sure what the users see is relevant and not ambiguous.
The virtual guides have proven to be a success outside of the tool as well – they are used within the quote process and within site content as stand alone, informational videos.