Cambridge, Mass. — A new Web site created by
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In order to connect with the Gen X/Y audience, the site raises awareness of the three primary misconceptions of renters insurance: it is too expensive, a young person's personal items are not worth insuring and landlords will cover losses if something happens to the property. And, it emphasizes the convenience and accessibility of renters insurance in a design that avoids traditional text-heavy formats and takes a simple, straightforward approach that appeals to this younger market segment—a group predominantly comprised of visual learners who identify with graphics and motion over static text.
The end result is an interactive, action-oriented site, designed by Cambridge, Mass.-based Sapient Corp., with language that is conversational, informative and mindful of user preferences, according to the company. Visitors can take advantage of functional, easy-to-access tools that deliver fast answers, a five-question estimator that determines approximate insurance costs, and clear statistics on the occurrences of burglary, fire and identity theft-and how insurance can cover such events. Ultimately, the site engages visitors to electively transition from the education phase to the quote and purchase tools. Since the Web site’s debut in November, approximately 45% of all visitors to
"Insurance companies have not traditionally focused their marketing efforts on the young renters audience—a segment that demands a dynamic online experience without insurance product monologue," says Sapient Creative Director Brent Stewart. "The design and functionality of this visual experience allows Liberty Mutual to connect with this burgeoning audience and offers a platform for educating visitors about the value of renters insurance."
Source: Sapient Corp.