Structured Approach To Testing Increased This Insurance Provider’s Conversions By 30%

Structured Approach To Testing Increased This Insurance Provider’s Conversions By 30%


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CORGI HomePlan offers boiler and residential cowl insurance coverage in Nice Britain. It gives numerous insurance coverage insurance policies and an annual boiler service. Its fundamental worth proposition is that it guarantees “peace of thoughts” to clients. It ensures that if something goes mistaken, it’ll be fastened shortly and gained’t value something additional over the month-to-month funds.


CORGI’s core promoting factors weren't being communicated clearly all through the web site. Insurance coverage is a hyper-competitive business and most clients examine different suppliers earlier than taking a choice. After analyzing its knowledge, CORGI noticed that there was a chance to enhance conversions and scale back drop-offs at main factors all through the consumer journey. To assist clear up that drawback, CORGI employed Worship Digital, a conversion optimization company.


Lee Preston, a conversion optimization advisor at Worship Digital, analyzed CORGI’s present Google Analytics knowledge, carried out consumer testing and heuristic evaluation, and used VWO to run surveys and scrollmaps. After conducting qualitative and quantitative evaluation, Lee discovered that:

  • Customers have been skeptical of CORGI’s competitors, believing they weren't clear sufficient. A part of CORGI’s worth proposition is that it doesn’t have any hidden charges so conveying this to customers might assist persuade them to purchase.
  • On analyzing the scrollmap outcomes, it was discovered that solely round a 3rd of cellular customers scrolled down sufficient to see the worth proposition on the backside of the product pages.
  • They ran surveys for customers and requested, “Did you look elsewhere earlier than visiting this website? (In that case, the place?)” Greater than 70% of respondents had seemed elsewhere.
  • They ran one other survey and requested customers what they care about most; 18% of customers stated “quick service” whereas one other 12% stated “reliability”.

That is how CORGI’s residence web page initially appeared:



After compiling all these observations, Lee and his group distilled it down to at least one speculation:

CORGI’s core options weren't being communicated correctly. Displaying these extra clearly on the house web page, all through the comparability journey, and the checkout might encourage extra customers to enroll slightly than choosing a competitor.

Lee adds, “All through our consumer analysis with CORGI, we discovered that guests weren’t absolutely uncovered to the important thing promoting factors of the service. This info was obtainable on totally different pages on the location, however was not current on the pages comprising the primary conversion journey.”


Worship Digital first determined to place this speculation to check on the house web page.

“We hypothesized that including a USP bar under the header would imply 100% of tourists can be uncovered to those anxiety-reducing options, subsequently, enhancing motivation and growing the consumer conversion fee,” Lee stated.

That is how the variation seemed.



The variation carried out higher than the management throughout all units and majority of consumer varieties. The variation elevated the conversions by 30.9%.

“We have been very glad that this A/B check validated our research-driven speculation. We beloved how we didn’t have to purchase another device for operating heatmaps and scrollmaps for our customer conduct experiment,” Lee added.

Subsequent Steps

Conversion optimization is a steady course of at CORGI. Lee has been continually operating new experiments and gathering deep understanding concerning the insurance coverage supplier’s guests. For the subsequent part of testing, he plans to:

  • Enhance the usability of the product evaluating function.
  • Determine and repair leaks in the course of the checkout course of.
  • Make complicated product pages simpler to digest.