ObjectivesThe online market for car insurance in the UK has become heavily dependent on compari-son sites. In order to stand out from the crowd Kwik Fit Insurance wanted to use a traditional a�liate marketing model to increase their online visibility.

When the two companies began to work together Kwik Fit Insurance had been running an a�liate campaign for 18 months, but it hadn’t been as successful as they had hoped. They asked bigmouthmedia to deliver a strategic solution aimed at �nding a way of gaining traction with the a�liates and increasing the proportion of online sales being delivered by the channel. There were three key objectives to be met:

Increase visibility of the Kwik Fit Insurance brand on key a�liate sites

Improve the transparency of the conversion rate from leads to valid leads

Grow the number of valid leads being delivered via a�liate channel in the long term

Our solutionBigmouthmedia launched the strategy development phase by sending a questionnaire to the campaign a�liates to discover what would encourage them to give increased exposure to the Kwik Fit Insurance brand, with a view to increasing the valid leads being delivered by the channel.

As a result of this questionnaire, the decision was made to change the campaign to pay out on a last click rather than a �rst click basis. This not only kept the a�liates happy, but also re�ected the changing nature of the car insurance market, where there is an increasing tendency for users to purchase through comparison sites rather than going direct to the brand site to take out the policy.

In addition, two incentives run in conjunction with each other for a period of two months at the beginning of the year in order to capitalise on the biggest month of the year:

Prize inventive – entry into a prize draw for every sale generated to win a trip to Dubai worth £2,000

Cash incentive – a bonus structure was introduced to encourage signups and volume

ResultsSwitching to a last click model saw the number of quotes being attributed to the a�liate channel increase 20-fold over the period of one month, with a net e�ect over the year of a 12-fold increase.

While the overall conversion rate from quote to valid quote did fall, the net e�ect was a 3-fold increase in valid quotes being delivered by the a�liate channel.

In addition, by working with the closed paid search group to improve landing pages and ensure the Kwik Fit insurance brand is represented within the brand guidelines, conversion increased from an average of 0.50% to 2.40%.

Summary

Bigmouthmedia has been akey driving force in the improvement and progression of the Kwik Fit Insurance a�liate marketing campaign. A key improvement was that from July 2007 to July 2008 we saw an 81% uplift in car insurance sales.

Gemma Whitton, e-Commerce & Marketing Campaign Manager, Kwik Fit Insurance.

A�liate campaign drives increased performance for UK car insurer

Case Study: A�liates

3-fold increase in valid quotes being delivered by the a�liate channel

81% uplift in car insurance sales

Increase in average conversion rate from 0.50% to 2.40%

Launched in 1995, now one of the UK's leading motor insurance distributors, handling 10 million calls every year.

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