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The Client

ICICI Prudential Life is a leading life insurance corporation in India that offers coverage to protection against uncertainties through various term plans. Established as a joint venture between ICICI Bank and Prudential, ICICI Prudential is engaged in life insurance and asset management business. It has an overall valuation as per the current statistics of ₹ 620 crore.

The Objective

ICICI Prulife already had seen quite a few visitors checking out their website. However, they noticed that there was a scope to improve the conversion rate. Simply put, they had two major objectives:

  • Improve the Conversion Rate
  • Increase the Number of Leads

The Challenge

ICICI Prudential Life is one of the leading insurance corporations in India; however, the brand faced a big challenge to generate inquiries on their website through organic channels. Despite having thousands of visitors visiting the website organically, the session to conversion ratio was still very low. So, the major challenge was to bridge this gap and receive more inquiries on the website organically.

The Solution

Once the major challenges were identified, a detailed campaign was created to tackle it. The campaign featured three major points:

  • Website Analysis
  • Enhancing User Experience
  • Adding CTA button

Website Analysis

Infidigit initiated the CRO process and identified user friction points on the website and resolved these functionalities that were created.

Enhancing User Experience

Infidigit identified that there were certain improvement areas that could bring a significant change in the user interface. Work was done to improve it for a more seamless performance.

Adding CTA button

The addition of different CTA buttons on the life insurance page helped them to improve conversion rates.

The Result

Following was the result of a successful implementation of all the above-mentioned strategies:

  • With Infidigit’s CRO strategy, we helped them to improve their conversion rate by 45% on AMP pages.
  • Infidigit’s strategy and implementation helped ICICI Pru Life to improve their conversion rate by 33% on desktop pages as well.


Improvement in Conversion Rate on AMP pages


Improvement in Conversion Rate on Desktop pages