| Currently, China e-commerce market share is already entering to the station of rapid development, most insurance companies and insurance agencies increase their input on building up own e-commerce system which including website and call center. According to statistical results, China s insurance e-commerce market size was risen to 72.6 billion in 2008 from 8.78 billion of 2006 increased by nearly ten times faster. The market capacity and the growth potential arouse the insurance companies high interest. PA handed on e-commerce began from 2000. In 2008, they plan to build up own car insurance online sales platform and promoted it with huge budget. However, the result is not good enough because of lacking experience and well training employee. How to improve platform conversion rate become critic challenge for PA. To study platform conversion, online marketing activity and online media combination with User Experience Model and Online Sales Funnel Model, we found the key factors which able to improve PA car insurance online sales platform conversion effectively. According to these factors, we design the optimization plan for PA. After 6 months execution and sales data tracking, the optimization plan successful achieved to the task set by PA online sales department with more than 2400 million premium sales and 80 thousands customer acquisition per month. Relying on the great result, PA is going to customize this optimization model for their other financial products to their online sales. This paper is focus on the optimization of online sales system, which including platform conversion rate, online marketing model and online media combination. |
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