Insurance products launched
Across three months, paired with SEO optimization.
Bajaj Finserv / professional experience
Digital Growth at Scale
Product launches, search, acquisition and re-engagement across an insurance ecosystem.
Online transaction rate
8.26% in FY19–20 → 31.08% in FY20–21. Approximately 3.8× YoY across combined initiatives.
01 / Context & role
The question behind the work.
A growing insurance catalogue created opportunities to improve discovery and the path to an online transaction. The work connected product-journey improvements with acquisition and re-engagement across the customer lifecycle.
Role Unit Manager — Digital, Bajaj Finserv, Jun 2019 – May 2023.
Challenge
Connect discovery with the outcome.
Expand an insurance product catalogue while improving the end-to-end online transaction journey. Discovery, acquisition and re-engagement needed to work together rather than as isolated channels.
Approach & execution
Work across the journey.
Pair product launches with SEO, use data to guide search and conversion decisions, and connect product-journey work with paid acquisition and omni-channel re-engagement.
SEO & catalogue growth
Launched 300+ insurance products in three months, pairing launches with SEO optimization for organic discoverability.
Product journeys & digital experience
Worked on search and conversion improvements with engineering, translating requirements into user stories and acceptance criteria.
Acquisition & growth
Combined product-journey improvements with paid acquisition, remarketing and re-engagement rather than treating SEO as the sole growth driver.
Re-engagement
Built omni-channel journeys on Lemnisk and WebEngage across push, email, SMS and Meta remarketing to reach dropping users and support acquisition.
Analytics-informed decisions
Used data-informed SEO and CRO decisions to connect the search experience with business goals.
Before / change / after / result
The change, in context.
- Before / FY19–20
8.26% end-to-end online transaction rate.
- Change
Product-journey improvements, re-engagement, remarketing and paid acquisition.
- After / FY20–21
31.08% end-to-end online transaction rate.
- Result / YoY
Approximately 3.8× transaction rate across combined initiatives—not an SEO-only result.
No reconstructed screenshots or isolated-causality claims: this is a summary of the documented work and outcomes.
02 / Contribution
Work that connects the parts.
- Launched 300+ insurance products in three months, pairing launches with SEO optimization.
- Partnered with engineering on user stories and acceptance criteria for search and conversion improvements.
- Combined product-journey improvements with re-engagement, remarketing and paid acquisition.
- Built omni-channel journeys on Lemnisk and WebEngage across push, email, SMS and Meta remarketing.
Tools & focus
- Lemnisk
- WebEngage
- SEO
- CRO
- Journey mapping
- User stories & acceptance criteria
03 / Evidence
What the record supports.
Insurance products launched
Across three months, paired with SEO optimization.
Online transaction rate
8.26% in FY19–20 → 31.08% in FY20–21. Approximately 3.8× YoY across combined initiatives.
Reactivation rate
Reported improvement through re-engagement journeys; no measurement period is claimed.
Results are presented with the employer and period provided in the source record. They reflect combined work where noted, not a single isolated change.
Attribution
Keep the result honest.
The transaction-rate change spans FY19–20 to FY20–21 and reflects the combined contribution of product journeys, re-engagement, remarketing and paid acquisition. It is not an isolated SEO lift or a claim that one person generated the entire company outcome. The three-month product-launch window is a separate achievement.
Learnings / principles from the work
What informs the next problem.
- Catalogue growth and the path to a transaction should be considered together.
- Re-engagement can address drop-off that acquisition alone does not solve.
- A strong growth story needs both the result and an honest account of the initiatives behind it.