The life insurance industry in Indonesia has experienced very rapid growth. Based on data from the Indonesian Life Insurance Association (AAJI), until the end of June 2024, the total premium income of the life insurance industry reached IDR 88.49 trillion, growing 2.25% compared to the achievement in semester 1/2023, which was IDR 86.24 trillion. This increase occurred because all distribution channels recorded optimal results.
One of the distribution channels with great potential to be optimized is the digital channel. Life Insurance, for example, has developed an innovative digital ecosystem to support the growth of the life insurance industry in Indonesia while expanding the company’s business.
Marketing and Digital Business Life InsuranceIndonesia, explained, in identifying problems, Life found that potential customers tend to use the website to search for detailed information about products and services.
However, there are several challenges, such as suboptimal visitor traffic, suboptimal customer journey/navigation, a user interface that is less user friendly, and lack of engagement or customer retention.
Life Indonesia is taking steps to optimize its website to improve user experience while expanding business reach. The first step taken was to implement comprehensive search engine optimization (SEO), both on-page and off-page, to ensure that all platform elements support the visibility and ranking of the site in search engines.
In addition, the company added a lead generator feature in the form of a personal data entry form that is integrated in real time with the sales distribution team, making it easier for visitors to interact with Life Insurance services.
Life Indonesia Strategy for the Post-Pandemic World
“We also equipped the site with a sticky bar at the top of the page to provide quick access to customer service and other important information,” said Officer.
Beyond improving functionality, Life Indonesia pays great attention to the security and privacy of user data. IT security policies and protocols are reinforced with periodic assessments and audits.
The company’s digital infrastructure is protected by layered security technology, including firewalls, intrusion prevention systems, web application firewalls, and network segmentation. The company’s information security management system has also been certified ISO/IEC 27001:2013, ensuring compliance with international information security standards.
Looking at the results, Life has achieved more than 400% YoY growth in organic traffic, where visitors continue to grow, the majority of whom are looking for products and articles, especially Life Indonesia with a +30% increase per month. As well as more than 22% YoY growth in performance speed, and 2.4x longer visitor duration.
For conversion, around 40% of total visitors are directed to the product landing page via the lead generator feature. This indicates that this strategy has succeeded in driving better engagement while strengthening the company’s business potential.