Toco Warranty

The Challenge

As a vehicle service contract provider, Toco Warranty had built a successful business based on transparent coverage and pay-as-you-go pricing. But while they were well-versed in traditional phone sales, they didn’t have the digital infrastructure in place to enable real growth. Until recently, there was only one way to buy a Toco vehicle service contract – over the phone. But with a limited amount of sales reps, they could only handle so many leads.

The Insight

To understand how digital content could support Toco’s larger business strategy, we looked at everything from lead generation and sales workflow to their website and retention efforts. From uncovering quick wins to scoping out long-term changes, we helped them establish a digital content strategy for growth. And, to ensure that their media spend was used efficiently, we knew we needed optimized the path-to-conversion to achieve positive ROI.

The Work

To give them an efficient way to convert leads into sales, we built a SalesForce-integrated e-commerce platform that allowed customers to compare coverage, get an instant quote, and buy coverage online. Instead of having to talk to a sales representative, customers could complete the entire process themselves.

Also, when a product has a lot of fine details, consumer education is crucial. To make it easy for online customers to understand what they were buying, we translated coverage information and complex legal definitions and concepts into clear, easy-to-understand language.

The Results

Through continued optimization and a user-centered approach to content, we helped Toco grow their subscriber base by 26% in only a year and a half. And by giving them ecommerce functionality, they were able to both increase sales volume and decrease the need for salespeople.