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Ryno Insurance

Project Overview

Ryno Insurance was established to offer some competition in the marketplace for insuring cars, bikes and trucks. Ryno Insurance is a specialist insurance company that specifically caters to these motoring enthusiasts.

Founded by Greg Rynenberg in 2006, hence where the name comes from, Ryno Insurance prides itself on its customer service and policies that are designed with the customer in mind – catering to the needs of this specialised vehicle insurance market.

The Brief

The Marketing Manager came to Juice Marketing looking for recommendations and suggestions on how they could improve the overall UX of their current website and create a positive user journey that aligns with their existing marketing strategy.

Since their last redesign in 2014, Ryno Insurances’ online presence quickly became outdated with poor URL mapping, an ineffective site map, unclear call-to-actions and a lack of structural hierarchy and intuitive navigation. This complicated site was no longer a profit center and didn’t quickly address customer needs.

The Action Plan

Our first step was to have a website meeting with the client to identify a new site structure based off what we already knew about our users and current trends. It was here we realised that the website didn’t clearly identify what the company does, and the homepage lacked effective entry points for users to navigate through the site.

Wireframes were the next step, to define information hierarchy, plan layouts, map a more efficient navigation flow and create functionality based on how we wanted users to process the information.

With every step in the process, the site map changed, causing our creative team to adapt quickly. Pages were constantly being merged, added, and deleted, as we helped the client think critically about their online goals, their user’s pain points and the buyer’s journey.

Old Site vs. New Site

The Results

As a result of the redesign, as well as the integration of live chat, Ryno Insurance was able to meet its goal of increasing online traffic and a higher rate of quote enquiries. The website also looks fresh, crisp, and modern, which expands the appeal of the company to a younger demographic. The modified layout puts large graphics with clear calls-to-action above the fold and gives Ryno Insurance Quote and Payment functions a better chance to be seen.

Since the launch of the redesigned Ryno Insurance site, the bounce rate has decreased by 26%. This new, attractive design allows users to find information more quickly, and keeps them from leaving right away.


“The Juice Marketing team have been brilliant from start to finish. Whilst always listening to what we wanted from our new website, their advice and support during the entire process was invaluable. We could not be happier with the final look of the website.”