Delivering Unique, Effective Turnkey digital solutions at Prudential Financial
In 2018, I stepped away from traditional advertising to work in-house. While copywriting was still a large part of my job, I worked across departments to modernize our processes, and broadened my skill set along the way. Here are some quick highlights.
Sped up creative development and analysis
Reduced page build time from 3 months to 2 weeks - an 83% improvement.
Reduced email reporting time from twelve months to one - a 91% improvement.
Increased organic search and CTA effectiveness of Buy Life Insurance Page
60% of visitors come from natural search
Improved CTR from 19% to 41%
Prudential’s front door gets a Facelift
We gave it a clean, modern look and simpler navigation structure so visitors could find exactly what they wanted.
Dynamic Rollover Center Provides each visitor a Unique Experience
The lawyers warn you can’t say the wrong thing to the wrong people - especially when it comes to someone’s old 401(k). The Rollover Center dynamically delivered unique experiences based on the audience (prospect, current and former workplace participants).
Health Insurance Hub-and-Spoke Experience delivers Unique Destinations based on SEO
With the purchase of the digital marketplace, Assurance IQ, Prudential entered the Health Insurance space. We were tasked with creating unique experiences for everyone from gig workers to seniors. The result was an ecosystem of five “homepages” driven by SEO.
Buy Life Insurance Online Page increases Application starts 36%
140 years after Prudential sold its first policy, it now offers a fully digital buying experience. It starts here. We streamlined the 1.0 version of the page, simplifying the Call to Action structure and using SEO best practices to increase organic search and purchase starts.
Creating Smarter emails for an ever-changing world
Each retirement participant is different. We developed five streams based on user attributes (left). We also developed a modular content method (right). Each unit stands alone and works together. When Covid hit, we were able to quickly update messaging.
