Visitor Monitoring 21st Century Insurance Optimizes Web Performance with Keynote Services | Keynote
Case Study

21st Century Insurance

21st Century Insurance optimizes website performance with Keynote Transaction Persepctive and consulting services

Impact Highlights

  • 21st Century is satisfied that customers and prospects experience excellent performance from 21st.com from any location nationwide
  • Keynote Transaction Perspective alerts the business of any immediate performance problems
  • Keynote Performance Insights consulting services use detailed data to determine long term performance trends
  • 21st Century can now optimize performance of its site
  • It can also identify whether third-party content is impacting performance and take proactive steps to resolve any issues

The Company

21st Century Insurance is part of the Farmers Insurance Group of Companies © , a leading U.S. insurer of automobiles, homes and small businesses and also provides a wide range of other insurance and financial services products. Farmers Insurance is proud to serve more than 10 million households with more than 20 million individual policies across all 50 states through the efforts of over 50,000 exclusive and independent agents and nearly 24,000 employees.

The Challenge: Ensure High Performance Nationwide

Since 1958, 21st Century Insurance has used a direct-to-consumer model that allows it to pass on savings and discounts to millions of customers. Today, the company delivers on that model through multiple channels, including its 21st.com website. Customers and prospects can go to 21st.com to get an auto insurance quote, buy a policy, manage a policy, submit a claim, pay insurance bills, and get tips and information about auto insurance.

Because auto insurance is an extremely competitive, customer-centric marketplace, providing an excellent online experience is essential. The company’s Web analytics team wanted to ensure that its customers and prospects experienced superb site performance and availability across the United States.

The Keynote Solution: Transaction Perspective and Consulting

To monitor site availability and performance on an ongoing basis, 21st Century selected the Keynote Internet Testing Environment (KITE) to develop scripts for testing the site and Keynote Transaction Perspective to run those scripts regularly from multiple locations across the United States. 21st Century also partners with Keynote Performance Insights consultants for help in developing and fine tuning test scripts, interpreting test results and using results to optimize the site and fix any problems that may impact the performance of key business transactions.

With help from Keynote consultants, the company developed a series of test scripts that:

  • Visits the homepage and tests content
  • Requests a quote to determine whether quoting is available and performing well
  • Checks operation of the site’s policy self-service capabilities.

Ongoing site monitoring performs two important functions. First, it alerts 21st Century to any immediate issues. For example, the monitoring alerted the company when one of its service providers experienced a denial of service attack. 21st Century was one of the first to notify the service provider and present them with evidence of the problem.

Second, the team uses trend analysis to optimize performance. Keynote consultants help the 21st Century team review daily, monthly, and ad hoc reports for both the 21st.com site and for third-party content on the site. Using this trend data, Keynote Consultants have helped 21st Century make optimizations such as:

  • Refining HTML code
  • Improving cascading style sheets
  • Optimizing imaging
  • Removing tags for third-party content that was slowing performance

In addition, when the company makes changes to the 21st.com site, it can also use Transaction Perspective to measure their impact on performance and availability.

Benefits: Peace of Mind and Optimized Performance

Using Keynote solutions immediately answered the company’s questions about whether site performance and availability was comparable nationwide. “Keynote gives us assurance that our site is available and performing well for customers and prospects, regardless of their geographic location,” said Aaron Shaffer, Web analytics manager, at 21st Century. “We now know that everything is operating properly and that if there is a problem, we’ll get an alert.”

Ongoing testing has enabled the firm to optimize their site for the best possible end user experience. “For example, we might make sure content is optimized so that all first-party content loads before third-party content to prevent any latency issues” said Shaffer.

“We’ve also had the unexpected benefit of being able to understand the effect of third-party content on our site,” Shaffer added. “We now know when the third party content is working properly and not causing problems for our users. If there is a problem, we can identify it, inform the vendor and remove their tag until they get the problem fixed.”

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