Erie Insurance is a Pennsylvania-based insurance company offering auto, home, business and life insurance to customers all around the country. A previous iteration of their website,
Eriesense.com, featured articles that were packaged into an e-newsletter and sent out to customers.
But they struggled with consistency.
“The content remained unchanged for two months at a time,” says Amanda Prischak, Senior Content Development Specialist at ERIE, “presenting a major obstacle to delivering fresh, relevant information to anyone beyond the customers on the e-newsletter list.”
Here were our goals for the project:
Establish consistent editorial calendar
Increase organic traffic and new users
Drive top-of-the-funnel consideration
Help establish digital credibility
Organic traffic increased 97%
Included in those sessions, new users increased 100%
Bounce rates on topic clusters averaged 50% below the rest of the site
Average session duration increased
Significantly increased leads generated, period over period