Success Story

Coris Brasil Doubles Lead Conversion in 4 Months with a Simple Test Using VWO

2.80% purchases

About Coris Brasil

Coris Brasil is a Brazilian travel insurance e-commerce platform that helps travelers protect their journeys with comprehensive insurance coverage. The company has built its reputation on offering transparent policies and quick claims processing, making travel insurance accessible to travelers heading abroad.

The company operates in a competitive market where paid media costs continue to rise, so maximizing ROI from every visitor interaction is crucial.

With this aim, the CRO team at Coris Brasil partnered with VWO to run experience optimization campaigns and improve website conversions.

Why VWO

VWO was the first complete platform with every tool that I need to run complex tests on my website. The split URL feature is especially crucial for us. As a travel insurance e-commerce website, we have a very complex quotation engine, so the split URL allows me to use different URLs to make my tests. I can set different changes in these URLs, which is very difficult to do with features like standard A/B or multivariate testing.

Tais Mahalem
Partner Director of Marketing & Digital Commerce

Goal

Despite ramping up investment in paid media campaigns across Google, Meta, and TikTok, Coris Brasil wasn’t gaining corresponding growth in leads or insurance purchases.

The monthly investment in paid media and ads was increasing, but they weren’t selling more than in previous months. Therefore, the main goal of this campaign was to improve lead conversion and purchases.

Observations

The CRO team used VWO Insights for qualitative analysis on their website. The heatmaps and screen recordings, when combined with user feedback, pointed to the banner image in the first section of their landing page. The hero banner was found to distract visitors from the important quotation form, and this negatively impacted the lead conversion.

Hypothesis

The observation led to the hypothesis that if the banner/image in the first section is removed, then the number of leads and conversions would increase.

Tests run

The team decided to test this hypothesis using VWO’s split URL testing capability, which allowed them to run variations on their complex quotation engine without technical complications.

The team created two versions:

Control: The existing landing page with the prominent banner image in the hero section.

Variation: The same page with the banner removed, giving immediate focus to the quotation form.

The test ran for a full month to account for sales variance periods that occur throughout the month. This is a critical consideration for the travel insurance industry, where booking patterns fluctuate.

The test ended with the variation improving the travel insurance purchase by 2.80% and lead conversion by 0.75%.

Post-test analysis

While the initial percentage difference between versions appeared small, the team uncovered a crucial insight: the version without the banner loaded significantly faster. This showed strong potential for better performance, particularly on Meta and TikTok Ads, where page speed heavily impacts campaign effectiveness.

Armed with this data, the team implemented a two-pronged optimization strategy:

First, they permanently removed the banner to maintain faster load times and clearer user focus.

Second, they added Go Tolstoy, a tool that brings social media videos from TikTok and Instagram to the site without slowing it down. These videos provided content and explanations about insurance coverages and benefits.

The combined impact doubled their conversions in just 4 months, allowing them to confidently invest more in paid media, knowing their landing page could convert effectively.

Conclusion

Coris Brasil’s success demonstrates that removing visual clutter and focusing users on the critical conversion element improves conversions.

The key was having the right experimentation platform. VWO’s split URL testing capability made it possible to test complex changes on their quotation engine, while features like heatmaps and recordings provided the behavioral insights needed to form winning hypotheses.

Like Coris Brasil, you can maximize the value of your website or app and create a more efficient conversion funnel. Start your 30-day all-inclusive free trial of VWO today and discover how the platform’s capabilities can transform your optimization program.