axa digital marketing strategy
TRANSCRIPT
Michael Spirito
Interest in AXA’s services have slightly decreased in past years.
Source: Google Trends
Michael Spirito
It seems that AXA is somewhat unknown to the general public
AXA is not found within the first 10+ pages on Google when searching for: “Life insurance”,
“retirement”, and “financial advice”
Michael Spirito
While AXA seems unknown to many, its website strategy is very good
Crawlability B+Relevance A-Popularity C-Conversion B+
Michael Spirito
AXA does an excellent job with crawlability
The brand name is very searchableThe site is indexed properlyAll pages are “close to home”
Michael Spirito
While the homepage has links to every major page at the bottom, the addition of an HTML sitemap in the footer could improve navigation.
Michael Spirito
The site would also benefit from using Google analytics, Google webmaster tools, and Bing
webmaster tools.
Sources: Google Analytics, Google Webmaster Tools, Bing Webmaster Tools
Michael Spirito
AXA does a great job of using appropriate meta descriptions for pages and keywords within URLs
Source: Google
Michael Spirito
The website also makes great use of content. There is plenty of information on each page.
Source: AXA.com
Michael Spirito
However, the website tends to over-optimize by using keywords too frequently.
Consider using the words less or finding synonyms to convey the points being made.
Michael Spirito
The homepage is descriptive but very minimally. For someone who doesn’t know about AXA, it can be very
vague as to what the company actually does.
When you enter the site, you see “Redefining Standards”. This leaves a lot to the
imagination and doesn’t tell site visitors much about the site. Also, while life
insurance is clear, it is confusing as to what industry AXA is in regarding Advice and
Retirement.
Michael Spirito
AXA must build trust on their website
Consider showcasing customer testimonials, certifications, awards, employee experience,
etc. on the homepage.
Michael Spirito
AXA has a very polished website and therefore it seems that the lack of business is due to lack of knowledge about the company.
AXA needs a means to drive people to its website. There is a strong lack of searches for
AXA in comparison to competition. The website itself is informative and professional
so more views will result in more conversions. Consider advertising
adjustments and more keyword optimization.
Michael Spirito
Weaknesses
Lack of brand searchesLack of company search results when major
keywords are searchedLow awareness of public about the company
Michael Spirito
Opportunities
There is the potential to Google analytics and Bing/Google webmaster tools to gain a better understanding of site visitors
Advertisement adjustments/additions could raise public knowledge
There may be a need for more financial advice for the younger generation
Michael Spirito
Threats
There has been a steady drop in interest in life insurance according to Google trends
Competition has a much larger portion of the market’s interest and top-of-mind awareness
Michael Spirito
I have plenty more information and recommendations for AXA, all you need to do is ask!
I am happy to talk with anyone who would like more information about my digital marketing
strategy for AXA. I can be contacted at [email protected]