Improving Conversion by 13% for a Series A Startup
Project Overview
In May of 2020, I joined a travel insurance startup uniquely positioned to capitalize on the Covid-19 pandemic. Originally based out of the United Kingdom, Battleface moved to the United States to work with Drive Capital, a venture capital firm based in the midwest. I was the first product designer hired in the United States and worked closely with the Head of Product on the US and UK product funnel.
UX & UI Design, A/B Testing
Analytics Review, Industry Research
Figma, Amplitude
Insuratech
The UK Quote Flow
Our team aimed to boost quote conversion, purchase conversion, and average order value. Using Amplitude, we identified a significant drop-off on the "Quick Quote" page, where users view prices and coverage details. While some drop-off is expected in insurance, we saw an opportunity to improve clarity, reduce cognitive load, and enhance "Email Quote" performance.
The Solution
Building off of the product data and evaluation of the experience, I designed the page below to A/B test. The goal in this design was to simplify the experience, providing a clear visual hierarchy for action, providing important information about specific coverage amounts, showing trip details to ensure accuracy, and making the secondary CTA more readily available and interaction clear.
Experiment
The A/B test was conducted using Amplitude to track conversion. The test ran for 8 days to achieve statistical significance. Our original conversion rate was 31.4% (for the single trip CTA). The new design increased our conversion rate to 44.6%, a 13.2% increase. We also saw an increase, although smaller, of our email CTA by 4.8%.
