Developing digital funnels for lead generation

Crédit Agricole is a global powerhouse in the financial sector. Specifically, I worked with their insurance divisions in Italy, focusing on digitizing the traditional insurance experience.

The client

The challenge

The company was moving fast, launching increasingly sophisticated insurance products that required entirely new digital funnels. However, the conversion funnel was inherently fragmented; While lead generation began on the insurance side, the final conversion had to happen on the bank’s external domain. This fragmented architecture meant we had to work twice as hard to maintain user trust and momentum across different platforms.

My role

I acted as the lead for all digital touchpoints, ensuring that despite the fragmented nature of the funnel, the user experience remained seamless, compliant, and high-converting.

Funnel Analysis and Data-Driven Optimization

I leveraged GA4 and proprietary internal data to map out exactly where leads were churning. By identifying the specific drop-off points in the quotation flows, I developed comprehensive reports for business directors and suggested tactical optimizations to bridge the gap between the insurance and banking platforms.

Strategic Launch of Complex Lead Funnels

I managed the end-to-end design brief for several high-stakes products. My most significant project was the launch of a modular home insurance product—a technical challenge that allowed users to combine home, pet, and personal insurance. I developed two distinct paths:

• The Full Quotation Process: A detailed flow for users ready to purchase.

• The Simplified Lead Funnel: A high-conversion "fast-track" on the public website designed to capture interest quickly.

Channel Management and Ownership

I held full ownership of five websites, including client accounts and profile sections. This involved managing the CMS, performing QA on new builds, and reporting technical issues. I also acted as the primary bridge to the bank’s digital team to ensure our insurance products were represented accurately on their platform.

Accessibility and Regulatory Compliance

In the financial sector, compliance is a massive hurdle. I collaborated with external agencies to ensure our sites met accessibility standards (WCAG) and worked closely with Legal, Compliance, and AML (Anti-Money Laundering) teams to ensure every new product and digital flow respected the latest financial regulations.

Gamification for Market Education

Health insurance is often misunderstood in Italy due to the public healthcare system. To overcome this "lack of urgency" bias, I used gamification to educate users before attempting to convert them. I analyzed user motivations and barriers to optimize an interactive experience that shifted the perception of health insurance from an "unnecessary cost" to a "vital asset."

Results

• Lead Generation at Scale: Successfully generated hundreds of thousands of new leads through optimized digital funnels.

• Flawless Compliance: Maintained 100% regulatory and legal compliance across all five digital properties, a critical success in a highly scrutinized industry.