Affiliate integration & full business online back office solutions
The project
Unhappy with their previous website development company, Trafalgar Risk Management Ltd turned to Primary Drive to propose a solution. Objectives that needed to be focused on initially
included developing an expandable website that could increase on their one product based site with a view to housing multiple products and application processes. The system also needed
to be easily editable and allow for flexible pricing of all products. A more comprehensive back office solution was also required which could manage customer accounts, emails, invoices
and applications. The site would also need to facilitate affiliate integration and an efficient online payment system.
Solutions
During a period of consultancy, a detailed web plan was created outlining all objectives and technical solutions. The site was then re-built from scratch to the outlined specifications.
The new site houses an expandable product section which now includes 15 products and flexibility for more. To facilitate flexible pricing of products a premium rate matrix management
system was used. A back office solution was put into place to manage all identified administration. To manage affiliate business, a tracking code based system was developed which fully
accounts all web based referrals. For a payment system, initially a 3rd party platform was integrated but this was later developed into a self hosting page.
Once the initial project objectives were met, Primary Drive undertook a further period of consultancy. Based on what was highlighted, an improved customer management system was
developed. This included integrating a real time live chat application, a bespoke ticket based web enquiry system and an expandable FAQ section.
An automated dynamic email system aimed at customer retention was also created. The system was devised to automatically email existing customers periodic reminders of renewal dates for
policies. The email itself was designed to minimize drop off’s and included a pre-populated renewal section linked to the website.
Extra function was added to the back office via an accounts reporting system being bolted to the customer account management section.
The management of the business overall was also made more efficient and transparent with the integration of the accounting application, Quick Books.
Primary Drive was also commissioned with managing Trafalgar’s PPC campaigns. This is something that continues on an on-going basis and is carefully monitored by Primary Drive via
detailed analytics and regular reviews of the key word strategy.
Primary drive also undertakes a continual consultation process with view to improving the website overall, creating more marketing tools, and improving or adding more back office
tools.
Results
The expansion of the site has allowed the business to grow significantly. Though there has been an increase in the work force to manage this, due to the comprehensive back office
solution in place, the workforce growth has been lower than the relative increase in business. The combination of the new back office solution, the accounting application, the
expandable products section and the automated email system for business retention, means large part of the business can now be easily managed and monitored via the website. Primary
Drive’s management of the Trafalgar Insurance’s PPC campaigns has led to the profile of the company being raised considerably with the number one search term used for the business now
being the company name.
Website
www.trafalgar.uk.com