Student insurance specialist Endsleigh says its new eCommerce strategy has already seen bounce rates go down by as much as 36 per cent, alongside a 12.five per cent uplift in web page visitors.

The firm's SERP rankings have also improved by up to 6 places for key motor, home and student products, while client log-on rates have gone up eight.5 per cent.

Ian Passmore, Endsleigh's managing director, notes that the website forms the centre-piece of his firm's customer interaction strategy, offering flexibility rather than the "one-dimensional" experience often provided by online outlets.

"The solution has been designed to allow us to display more relevant and targeted propositions – it can also be used by our underwriters to develop more competitive propositions and offers," he explains.

"Customers will not only benefit from a website which is streamlined and easier to navigate, but also from specifically tailored products and advice designed to suit each individual."

The whole insurance sector is aware of the dominant role the internet now plays, Passmore concludes, predicting the new website will lead to "even bigger" business growth.

Endsleigh decided to close its branch network and invest in its online offering after carrying out a "lengthy review" of how consumers wanted to buy insurance.