Sector(s)
Team Members
Project Team
Aegon Life, a leading life insurance provider in India, wanted to adopt a definitive ‘Digital First’ stance to sell 100% of their products online in an unassisted manner. Moving towards a D2C pull-based distribution model required an intuitive digital experience with simplified product discovery. Moonraft partnered with Aegon Life to design and deliver a digital-first customer experience tailored for an increasingly growing digitally-savvy customer base.
About the project
The new redesigned experience aimed to remove Aegon Life’s dependencies on erstwhile agent-based channels for a 100% shift to digital with a customer-centric approach in transforming the site. Availability across all touchpoints and increasing the site’s ability to handle low bandwidths were some of the prioritized focus areas.
Highlights:
Flexibility and control on User Experience and SEO
A headless architecture resulted in increased control on the user experience, going a long way in enabling a clear and intuitive information discovery, which was important to meet the needs of a tier-2 audience that traditionally relied on middlemen. Flexible site architecture also made it easier to optimize the website for search engine, ensuring that Aegon Life was able to reach the right audience at the right time.
Multi-channel delivery and omnichannel experience
Drupal’s API-first approach enables the reusability in repurposing content across multiple channels by exposing required config/content APIs, thereby reducing marketing (among other) efforts while also providing an omnichannel experience to Aegon’s customers across all its digital channels.
Higher stability for low-bandwidth networks
With a significant number of customers residing in semi-urban and tier 2 areas, successful page loading and reduced latency was a vital requirement as a countermeasure for low bandwidths and intermittent network coverage. D9 architecture enables serving static pages from CDN the moment it is published even if the CMS is offline, ensuring a smooth experience for Aegon’s customers, building trust.
Mobile-First experience
With majority of the users coming to the website on mobile devices, we designed and developed a mobile-first experience that increases on-the-go accessibility and reduces barriers to entry for Aegon Life’s customers.
Rich Content Editorial Experience
Custom features like Content Preview, Centralised asset management (S3 bucket) and Sitemap generation ensure a smooth editorial and marketing experience with streamlined workflows for faster updates, ensuring that Aegon stay ahead of the competition and evolve quickly to reflect their customers’ needs.
The results
Launched in July 2022, Aegon Life’s new website assumed the role of being the primary destination for their customers to explore and buy their offerings. Hence, it was crucial for the website to (i) reach the right audience and (ii) keep them engaged for long durations, guiding them through purchase decisions. The website stood up to the task, with a reduction of 14.5% in bounce rate and an increase of 29% in average session duration within the first two months of operation.
Why Drupal was chosen
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Decoupled architecture: The decoupled approach provided out-of-the-box with Drupal instance serving as a content repository ensures scalability with maximum component re-use for future redesign and minimal disruption with automated legacy content import
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Inbuilt Service Layer: With a few clicks from the Admin panel, any Drupal Entity could be exposed as a Json:API, which serves the content to the Frontend VueJS App
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API-first approach: Helps repurpose content for a multi-channel delivery and omnichannel experience
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Speed and stability: Headless approach allows for much faster page loading and availability of static pages that enhances offline performance
Technical Specifications
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