Performance

AXA

How we optimized our traffic acquisition media campaigns and improved the conversion rate of the website, thanks to data analysis with mPath

AXA is a French financial services group created in 1985, known internationally for its car, home, health and pension insurance offerings, as well as for its banking and credit services.

The challenge

Vanksen has been working with AXA Luxembourg’s marketing and communication department since 2015, particularly on campaigns designed to raise trafic and visibility but also on continuous improvement campaigns on the axa.lu website. The aim: to generate qualified leads for its car and home insurance offers and improve the conversion rate of qualified leads.

The project

Thanks to an in-depth data study, Vanksen analyzed the browsing habits of the various target groups on the home page and on three key pages, and proposed around thirty UX recommendations, as well as an A/B test campaign. Several high-value short-term changes and a few long-term projects with a significant impact on user journeys have also been implemented.

The study was based on the cross-referencing of data from a number of functionalities in our mPath tool, such as heat maps, which identify areas with the highest concentration of clicks on a web interface, and Sunburst charts, which provide a comprehensive mapping of all user journeys. Post-implementation tracking demonstrated the impact of these recommendations on site performance and the generation of qualified leads, with a significant improvement in the conversion rate.

At the same time, Vanksen restructured AXA's lead generation campaigns by optimizing costs via Google's parameters, thereby improving conversion costs.

… and its results

Thus, the synergy between Vanksen's Media and CRO expertise enabled AXA to optimize its content and campaigns, improving its qualified lead generation on the site by 20% from January to May 2024 compared to 2023.

Vanksen also supports AXA on the SEO side, from writing articles for a blog, to quarterly reports and general site optimisation tasks.