As brokers shift the way they do business to handheld devices and smart phones, one insurer has revamped its website for its broker network.
“With traffic being driven predominantly through our email communications, both e-newsletters and campaign specific, we needed to create a journey for the broker based on the tasks that we know they wanted to achieve when visiting rsabroker.ca,” said Donna Ince, senior vice president of personal and commercial insurance, RSA Canada. “It was imperative to maintain a competitive offering for the broker business online and future-proof our website to fully support our business needs, but more importantly the needs of our brokers.”
The new, enhanced broker website – rsabroker.ca – will officially launch this Friday.
Since launching the site almost three years ago, RSA saw the need to shake things up to meet the ever-changing advances in how brokers operate today.
“Our dedicated broker site was in deep need of a refresh to reflect those changes,” Ince told Insurance Business. “The site was difficult to navigate, not mobile friendly and valuable content was buried.”
By using analytics and clearly mapping the user journeys from the existing rsabroker.ca along with feedback from brokers, “we’ve designed an enhanced site with all of this in mind; developing an improved and intuitive navigation that helps brokers find what they are looking for quickly and easily,” she said.
As well as improving the overall navigation and functionality, “the site is also now fully optimized for viewing on any device, including tablets and mobile phones for when brokers are on the move” said Julia Carr, director of corporate marketing and broker communications for RSA Canada. “We’ve refreshed product information across all of our lines of business ensuring product sheets can now be easily downloaded and shared with clients. We’ve also made improvements to our business contacts section, which can be searched by business line, name or location.” (continued.)
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There have also been some new additions to the site that aim to serve brokers with content that can be shared efficiently with their clients, added Carr
“Following the fantastic broker feedback we received from our Climate Smart hub which launched back in March, we’ve added a dedicated section on risk-prevention tips and advice for all product lines,” she said. “We’ve also made sure all of our news and insights can be shared via LinkedIn and Twitter. Our goal is to improve our brokers’ online experience when dealing with RSA and our enhanced broker website is one of many things we’re doing to achieve that.”
There is a short
demo available for brokers who want to take a sneak peek at the site.
