A modern website that accelerates DriveQuant's lead acquisition

Personalize your conversion website with a unique UX / UI

Connected car insurance is still a new market in Europe. DriveQuant needed an effective marketing strategy to ensure it was recognized as the industry's leading provider. With this in mind, they turned to Make the Grade.

Becoming the leader in connected car insurance with Hubspot CMS

The move towards all-digital technology has revolutionized many sectors, including motor insurance. The advent of connected vehicles has created a technological disruption, prompting insurers to join the movement. New offers have emerged, based on information feedback and driver behavior assessment. Among the tools available, smartphone telematics has made its entry, using the device's capabilities to analyze behavior. DriveQuant has chosen to expand into this market, which is still not very mature in France. Their aim is to establish themselves as the future of connected car insurance, first in France, then beyond its borders.

Supporting insurance and mobility players in the digitalization of their products.

Founded in 2017, the startup has developed around two main missions, quantifying (QUANT) mobility and driving (DRIVE). Their objective is clear, to understand and improve vehicle driving to reduce road risk and environmental impact. DriveQuant is rolling out on the insurance market in 2018, in collaboration with Altima and MAIF. A French pioneer in smartphone telematics, they decided to switch to the international market in October 2020. The startup then joins forces with FairConnect, the European leader in connected insurance.

DriveQuant chooses Make the Grade to revolutionize its marketing strategy with Hubspot CMS

To continue its development, both in France and internationally, DriveQuant needed to optimize its web visibility. With this in mind, the startup called on Make the Grade to help it meet the following challenges:

• Build a strong inbound marketing strategy capable of accelerating acquisition among target personas
• Define a comprehensive SEO strategy to increase qualified visits and chances of conversion
• Develop a modern, memorable multilingual website, highlighting the startup's expertise in its market.

Let's take a closer look at the various stages of this project. Each one is essential if DriveQuant is to establish itself as a major player among connected insurance providers in France.

How to accelerate acquisition through a multilingual web conversion site?

The partnership between the agency and DriveQuant was divided into three main phases. The first involved SEO, essential to the subsequent redesign of their website, before launching a high-performance inbound marketing campaign . A complete package of support, meeting the startup's needs to accelerate lead acquisition in an international market. DriveQuant's goal here was the same as that of any growing company: to increase sales.

Step 1: conduct an SEO semantic audit, to capture more revenue opportunities

In France alone, Google accounts for over 90% of the web search market. It was essential to understand DriveQuant's influence in its sector, and the key queries made by their target audience. Without this, we wouldn't have been able to work out a sufficiently competitive long-term strategy. The first phase was an in-depth review of the elements that have the greatest impact on organic SEO:

• Website traffic over the last 3 months
• Most popular pages
• Their visitors' most frequent queries
• Keywords on which the startup is positioned
• On-page SEO applied to each piece of content
• Sitemap index listing all site URLs
• The types of devices used: mobile, tablet and computer
• Backlinks most relevant to DriveQuant's reputation
• Toxic links lowering web rankings
• Page loading speed on computers and mobiles
• Countries in which the site is most visited

At the end of these various analyses, we were able to hold a workshop with the DriveQuant teams. The aim of this workshop was to set out in black and white all the content analyzed, the optimizations to be made in order of priority, and the next steps to be taken.

The second phase of this semantic audit involved a study of the international competition, focusing on key telematics concepts. For each, we listed in detail the keywords and pages positioned on Google, and evaluated the volume of monthly visits. These first two phases were used to build a keyword strategy. In-depth work that required us to ask ourselves a number of questions, such as:

• What problem does DriveQuant solve?
• What are the most common user queries?
• What are the product's most important features?
• Etc.

Once this was done, we were able to start drawing up two lists of competitive keywords, in French and English. This list included their potential, search volume, competitor positioning and related purchase intentions. In all, no less than 150 long-tail keywords were identified, on which the startup needs to position itself.

Step 2: redesign a personalized conversion website, to impact an international target audience

Differentiate yourself from the competition, attract new customers and establish yourself on the market. These are just some of the many benefits of a website designed with conversion in mind.

Design is of paramount importance here, impacting the durability and image of both the site and the company. It would be a strategic error to deprive ourselves of the advantage it represents, applied to content, in terms of traffic and conversion. In order to meet DriveQuant's expectations, we began by submitting a questionnaire to our teams. The aim was to determine their expectations and help our web designers in the creation of the site. In addition to design, the questionnaire covered a number of other topics, including the company, competitors and targets. Here's a non-exhaustive list of some of the questions put to the startup:

• What does your company name mean?
• What features make your product unique?
• What values does DriveQuant convey?
• Who are your competitors?
• Who are your target groups?
• What needs to be changed on the current site?
• Etc.

Once all the questions had been addressed, it was up to our designers to get on with the job. Their challenge? To provide DriveQuant with a graphic charter that would be memorable to target audiences, and then to create a unique, tailor-made website for an international audience. For each future session, whether the visitor to the platform chooses French or English, the brand image must be the same. It's true that preventing multilingual people from navigating between different interfaces is not possible. In this context, it's important to ensure that everyone sees the same design, layout and design elements.

Our team therefore set out to create consistent illustrations, so that users could move from French to English pages. A total of 22 illustrations were created, divided between the two interfaces. Having an internationally recognizable design was crucial to reinforcing DriveQuant's brand image.

An animation design was also created, emphasizing the product's functionalities. Also known as motion design, this technique involves animating graphic elements, conveying the most precise information possible. With a format that lasts just a few seconds, the message is easier to assimilate and remember.

Because details count, the language selector had to be designed to be as easy to find as possible. We positioned it in the header, while ensuring that the change options were perfectly clear. "FR" for French and "EN" for English, in order to speak in the language in question.

Beyond the creation of a website focused on revenue development, the work carried out by our design team was essential for SEO purposes. Although the Internet is not just a visual experience, there are several design-related factors that influence positioning:

• responsive design, to adapt a web page and all its content to the device used, and optimize readability on mobiles, tablets and computers
• Loading time, to deliver a quality experience to visitors
• Web accessibility, to facilitate reading comfort, combat handicaps on the Internet and enable all users to navigate between content
• Netlinking, to develop the site's authority on search engines.

Step 3: deploy an inbound marketing campaign to establish authority in an emerging market

Since it's illogical to take care of form without taking care of content, there was one last step. With the SEO strategy and site redesign finalized, we moved on to the launch of the inbound marketing campaign. This is an essential step in attracting visitors to the site and converting them into customers. However, building a strong inbound marketing strategy requires first and foremost a thorough understanding of your audience. The "Buyer's Personæ" method is the most effective, reinforcing the framework for future content creation. In workshops with DriveQuant, we wrote down several key pieces of data about their main targets:

• Demographic and biographical information, corresponding to age, level of education, industry sector, company size, position held, etc.
• Psychological criteria, i.e. means of communication and networks used, sources of information and tools required on a daily basis.
• Qualitative and quantitative objectives of the position concerned
• daily work habits, frustrations and aspirations
• The commercial objections DriveQuant faces with these targets.

To get the best possible idea of the startup's world and its audience, we had to go one step further. That's why we used the same process as for the redesign stage, questioning the DriveQuant teams, in particular on :

• The major assets that differentiate the startup
• The objectives of their blog
• The values to be conveyed
• Key messages to be conveyed
• The needs and concerns of their customers
• The solutions they offer
• etc.

The answers to these questions formed the basis of a content strategy broken down according to the different stages of the buying journey: awareness, consideration and decision-making. By adding up all the content suggested at each stage, a complete tree structure appears, called "Buyer's Journey". This tree includes blog articles, white papers, case studies, newsletters and other relevant marketing content. We used this two-step process to create an inbound editorial line aligned with DriveQuant's strategy. This is essential to bring cohesion and coherence to all content.

Thanks to this method, it was possible to draw up the editorial calendar. It was based on the priority themes to be addressed and the keywords targeted during the SEO audit. All content was written in the site's two languages, French and English. The work carried out upstream on the SEO part enabled us to write the most relevant content to impact an international web audience.

At the same time, we set up a month-long lead nurturing workflow, with one email per week. This workflow introduced recipients, in this case insurers, to the use of telematics for connected insurance. For all these actions, we had the same objective in mind. That is, to generate quality leads and increase DriveQuant's revenue opportunities.

It's important to remember that, in an inbound marketing approach, lead generation is not the final step. Once prospects have been integrated into the database, what happens next? The types of content they consume or download will reveal their interest in the company and enable us to get to know them better. This makes it easier to prioritize leads according to their maturity and the possibility of providing solutions quickly. With more quality leads, sales reps have the opportunity to personalize and accelerate sales cycles. The end result is greater customer satisfaction and increased revenues for the company.

DriveQuant boosts lead generation with a 17% increase in website traffic

This complete overhaul took the site to another dimension, both technically and in terms of design. 150 keywords found, 22 illustrations created, a graphic animation, more than 15 web pages created and some twenty inbound contents. All for a multilingual site, in French and English. But did this in-depth work really impact the performance of the DriveQuant website?

We can start with its Google SpeedInsights data, governing the site's loading time. An analysis of the scores shows metrics all close to 100, calculated on the basis of performance, accessibility, best practices and SEO. They show a platform that has been worked on to achieve the best possible loading speed. This is essential both for Google's algorithm and for a successful user experience.

Source: PageSpeed Insights

It's also important to identify the evolution of target traffic. It's one of the most interesting ways of checking the performance of a conversion website. In the case of DriveQuant, we have already seen very positive results in the month following the site's launch. While the number of visits increased by almost 17%, new visitors accounted for 80% of traffic. These figures remain stable over the long term, with a majority of new visitors arriving every month. At the same time, we've also seen a high level of natural traffic, consistently above 50% over the rolling year. An excellent indicator of optimal search engine positioning.

DriveQuant thus has the key to generating international business opportunities and establishing itself as THE benchmark for connected car insurance providers. If you too would like to develop your business with Hubspot CMS, find out how the software can revolutionize your marketing.