Merkle, the leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, has announced the successful build and launch of Protective Life Insurance Company’s responsive design consumer website at www.protective.com. Protective’s site was developed to help consumers research, understand and apply for life insurance products across all digital devices.

“We know that 86% of consumers research life insurance online regardless of how they decide to purchase,” said Frank Sottosanti, senior vice president and chief marketing officer, Protective Life. “This website enables us to better serve today’s consumer and positions us well for ongoing shifts in consumer technology adoption.”

Merkle took a holistic approach to transform the Protective.com experience. Merkle and Protective Life identified goals for the website that aligned with today’s customer needs and Protective’s brand. In support of Protective’s goals,  Merkle’s responsive design user experience (UX) and technical development on the new protective.com enables consumers to have a consistent experience across screen sizes for mobile, desktop  and tablet. Merkle also embedded the site with analytics and search engine optimization. In addition, the new site offers expanded product and educational information with a streamlined quoting and application tool.

“After extensive analysis of the legacy site, it was clear that responsive design was the right path for Protective and its customer-centric strategy. By coupling a multi-device presence with SEO and other traffic driving techniques, we are not only delivering the ideal customer experience, but a truly integrated presence that will deliver results. We believe that optimized, mobilized and personalized site experiences are critical to increasing conversion rates,” said Patrick Collins, SVP, Customer Experience Group, Merkle.