Discover how VML Digital Experience (DXP) revolutionized for Verisure, the European leader in connected alarms, their online acquisition strategy. This case study unveils a groundbreaking approach that goes beyond traditional conversion, focusing on empathy and human-centric design to redefine digital security experiences.
Reinventing Verisure.fr
VML's digital expertise transforms Verisure's online presence, driving growth and building trust in connected security.
Client
- Verisure
Office
- France
Only 10% of French households are equipped with remote surveillance solutions, presenting a vast growth potential for Verisure. However, expanding in this market is complex, requiring Verisure to engage hesitant consumers and address legitimate concerns amidst an alarming 78% rise in burglaries in 2023. The challenge was to move beyond simple conversion and truly understand and reassure potential customers in a vulnerable context.
The core inspiration stemmed from a profound shift in perspective: moving from a focus on immediate conversion to a logic of empathy. As Selim Boukhanef, Business Director Innovation at VML, explains, the mission was to transform the website into a platform that understands user journeys and intelligently guides them to relevant content. This fundamental transition was rigorously data-driven, ensuring every aspect was guided by deep analysis of user behavior.
The Empathy-Driven Digital Fortress: VML's solution was to create a new verisure.fr that acts as an empathetic guide, building trust and addressing user concerns proactively. This involved an innovative Design System on Drupal, an enriched content strategy centered on human connection and expert guidance, and an optimized technical architecture for superior performance and SEO. It's a digital experience where technology truly serves humanity, transforming anxieties into informed decisions.
The new verisure.fr is already redefining the digital experience in the security sector. Initial tests show a significant increase in the conversion funnel entry rate. The expert content anticipates questions and provides clear answers, progressively building trust and reducing friction points to accelerate decision-making. This strategic overhaul is transforming Verisure's acquisition paradigm, fostering positive change and a more secure future for users.
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