CM&F Group, Inc. is a full service insurance brokerage firm located in New York City. Specializing in medical liability insurance, CM&F has insured healthcare professionals for over 70 years, with almost 80% of their business completed online.
Since the website is the primary driver for acquiring new customers and securing renewals, Exclamation Labs was tasked with optimizing the CM&F site to improve the customer flow and ultimately to increase the customer engagement rate.
"It was extremely important that when choosing a partner, we found a company that understood our business and brought innovative and forward-thinking ideas," shared CM&F CEO, Jay Sullivan. "From the start, we felt Exclamation Labs understood our business and took the time to learn who we are and what we do."
Our team recommended that a more modern, engaging website would favorably impact the conversion and retention rate. Exclamation Labs created:
- Custom homepage and individual profession page illustrations
- Custom icons to be used throughout the site
- An updated color palette and fonts (including logo font)
- Enhanced product description with visuals and icons
- A mechanism to incorporate user reviews
- A streamlined quote module that allows browsers to auto-detect location, eliminating one "click" in the process
The website launched in late June 2018. Early statistics show:
- 18% more users start a quote
- 10% more users complete an application
- Website bounce rate dropped by 45%
Additionally, Adworthy, Inc. provided strong SEO & Content Optimization support to the overall effort.
The team very much invested their time and talent in creating an industry-leading website that we are very proud to call our own. We are all very happy with the final product and very much looking forward to the relationship with Exclamation Labs in the years ahead.
- JAY SULLIVAN
- CEO, Co-Chairman