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SelectQuote
SelectQuote
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Overview
A case study on how SelectQuote’s digital transformation better serves its 2 million customers
SelectQuote, a leading insurance provider that has served more than 2 million families, is on a mission to help people protect their most valuable assets and support their overall financial well-being. Founded in 1985 in Overland Park, Kansas, SelectQuote provides solutions to protect consumers’ families, health, and property.
The company pioneered the model of offering unbiased comparisons from multiple, highly-rated insurance companies, allowing customers to choose the policy and terms that best meet their unique needs.To overhaul their entire web presence and complete their digital transformation, the SelectQuote team chose to partner with Outliant.
The Challenge
Convert 20 major web properties to a new content management system
The Approach
Transform over 900 webpages and migrate to a best-in-class tech stack
The Challenge
Transforming a Tech Stack From End to End
With a forty-year history, SelectQuote was confronted with the same challenge that all established industry leaders face at some point: its business was in need of a significant technical overhaul. The primary reason behind SelectQuote’s much-needed digital transformation was the fact that its consumer-facing websites and web products were built on an outdated content management system (CMS).
The limitations of this legacy platform restricted functionality and resulted in a fragmented user experience, which as increasingly problematic as the company aimed to scale and optimize its online presence. Most importantly, this archaic infrastructure hindered the seamless shopping and purchasing experience that SelectQuote prided on providing for its customers. By partnering with Outliant, SelectQuote has been empowered to deliver end-to-end insurance with care to its millions of clients.
An outdated content management system
01
A fragmented user experience
02
A need to ensure compliance
03
Our Approach
A Complete Digital Overhaul
Outliant delivered a complete transformation of SelectQuote’s online presence, providing the following enhancements.
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Website Migration
Outliant successfully migrated twenty web properties to Contentful, SelectQuote’s new CMS. The team utlitized React frameworks like Next.js and Gatsby to ensure optimal performance.
UI and UX Design
To create a more user-friendly experience, Outliant redesigned SelectQuote’s landing pages and quote forms. This has made SelectQuote’s website easier to navigate, as well as encouraged increased user engagement.
Form Templates
SelectQuote’s success as an insurance provider is directly correlated with the usability of its quote forms. Outliant developed a fully integrated form template that could be deployed across all web properties, streamlining the insurance comparison process for potential customers.
SEO Strategy
To complement their web development work, the Outliant team also executed a comprehensive SEO link migration strategy, ensuring that the transition did not negatively impact SelectQuote’s site rankings.
Compliance and Accessibility
Outliant ensured that all SelectQuote sites met WCAG 2.2 compliance standards and passed accessibility tests using the AXE tool. This focus provided a safe and inclusive experience for all users.
Before
After
The Solution
To convert SelectQuote’s twenty web properties to a modern tech stack, Outliant led a thorough digital transformation.
The Phases
01
Strategic Planning
This digital transformation would be a year in the making, so Outliant began with a detailed project plan that focused on the four major sites that significantly impacted SelectQuote’s revenue. Each site was addressed systematically to ensure a smooth transition without disrupting ongoing operations.
02
Design and Development
Using the latest and fastest version of React, Outliant and SelectQuote teamed up to create high-level designs to illustrate user flows and develop web functionality. This phase made sure that the new sites would not only meet but exceed modern web standards.
03
Integrated Automation
With a new reusable quote form template and Zapier implementation, Outliant completely automated and streamlined all web properties. Now the SelectQuote team can keep informed of incoming leads right in the company’s Slack messaging platform.
04
Migration and Iterative Implementation
Outliant devised a robust SEO link migration strategy and deployed iterative updates throughout the conversion process to maintain and improve search engine rankings. With this agile approach, SelectQuote can maintain top site performance for all its product lines.
The Results
20
Major web properties converted to new CMS
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946
SelectQuote webpages transformed
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1 week
To fully develop and deliver a brand-new SelectQuote site
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2 million
Customers served with SelectQuote’s new web presence
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The Impact
The Power of a Well-Executed Digital Transformation
The results of this project were notable before it even crossed the finish line. By the time the digital transformation was 87% complete, the Outliant team had rebuilt and launched 946 webpages, forms, and confirmation pages, representing 57% of SelectQuote’s roster of sites.
Key performance metrics exceeded their targets, including a speed index of 2.9 seconds and a total blocking time of 180 milliseconds. These metrics reflect SelectQuote’s greatly improved user experience and enhanced performance, contributing to the company’s brand reputation.
One of the standout moments during the project was a critical assignment in which Ouliant was asked to build a brand-new site within a week for SelectQuote’s leadership team.
Typically, a site build of this nature would take a month, but the Outliant team rose to the challenge to meet the urgency of this request. The site was completed within the tight timeframe, receiving positive reviews from the entire C-suite.
Many digital agencies can deliver a checklist of requirements, but Outliant’s ability to deliver superb work under immense pressure solidified SelectQuote’s decision to forge their partnership.
By leveraging modern technologies and a comprehensive, strategic approach, Outliant not only resolved the challenges posed by legacy systems but also paved the way for SelectQuote’s sustained growth and success in the competitive insurance industry.
Lori Mabe
Senior Director, Web Operations, at SelectQuote
Client's Testimonial
“I have worked with Outliant to convert our consumer-facing websites to a new tech stack, as well as roll out new website features. My experience with Outliant has been outstanding. The team is very knowledgeable, open to feedback, works at a fast clip, and the end product is always high quality.”
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