Performics Lowers Cost Per Conversion, Improves RoAS 1.5X for HDFC ERGO General Insurance with VWO

As a ‘Digital Insurer of Scale’, HDFC ERGO General Insurance continues to democratise insurance and deliver efficient and hyper-personalized customer-centric services through its robust digital initiatives. The Performics team set out to reduce conversion leaks and boost conversion rates on their client HDFC -ERGO’s website to help them offer a seamless experience to its customers.

The Performics team conducted an in-depth analysis of the HDFC ERGO website. They zeroed down on two paid campaign insurance pages and two insurance pages with organic traffic. Here are the findings for each page:

i. Car insurance paid campaign page: Opportunities for enhancing user engagement by refining the hero banner and clarifying the value proposition.

ii. Health insurance paid campaign page: 65% drop-off rate from page views to lead submission, missing hero banner, and unclear value proposition.

iii. Car insurance SEO page: Focus on streamlining user interaction and improving lead capture efficiency.

iv. Health insurance SEO page: 60% drop-off rate from page views to lead submission, missing hero banner, and unclear value proposition.

Hypothesis

Based on these observations, the team formulated the following hypotheses to increase lead conversions for each page:

i. Car insurance paid campaign page: Personalize the content and optimize options for new vs. existing vehicles.

ii. Health insurance paid campaign page: Revise the lead form with a clear value proposition and display only the key fields in the first fold.

iii. Health insurance SEO page: Optimize the lead form and ensure all fields are visible in the first fold.

iv. Car insurance SEO page: Redesign the lead form for better comprehension and make all fields visible in the first fold instead of just a single input field.

The hypothesis led to A/B testing the mobile version of the landing pages using VWO. Let’s go through each landing page test, the intervention made, and the outcomes achieved.

i. Car insurance paid campaign page

For this landing page, the team developed a variation with several key changes compared to the control (original). The updates included a clear and concise value proposition: “Get car insurance with a 100% Claim Settlement Ratio.” They replaced the complex text with simple wording and made “Registered Private Car Detail” a non-mandatory field. The call-to-action (CTA) was strengthened to “Get a Free Quote Now,” and the icons were optimized for better visibility and consistency. Additionally, they added a hero banner. Here’s how the control and the revised versions compared:

The test ran for two weeks with a 50-50 traffic split, and the variation emerged as the clear winner. Here is the impact of the variation on KPIs.

ii. Health insurance paid campaign page

iii. Car insurance SEO page

The car insurance SEO page underwent an A/B test with several key changes in the variation. These changes included a stronger headline in the hero section to highlight the main value proposition, making the “Registration Number Textbox” more visible, and adding the keyword “Free” to the “Get a Quote” CTA.

Additionally, trust signals were introduced in the first fold, and a hero image was added for a more engaging visual appeal.

Here is how the control and original versions looked:

An A/B test was conducted for the Health Insurance SEO page. The variation included several key changes compared to the control.

First, a strong headline was added to the hero section to highlight the value proposition. The form was optimized by keeping all fields visible in the first fold, ensuring users could easily see and complete it. The call-to-action (CTA) button was enhanced with a more prominent design and clearer text: “GET FREE QUOTE NOW.”

Additionally, the information hierarchy was improved by clearly listing benefits, such as “Get Ultimate 4X Health Coverage.” An image was also added to the hero banner for a more engaging visual appeal.

Here’s a look at how the original and the control compared:

The A/B test ran for nine days with a 50-50 traffic split. The variation emerged as the winner, achieving a 25% increase in the lead conversion rate showcasing the effectiveness of HDFC ERGO’s customer-focused digital strategy

The Performics team was elated with the results, as users responded positively to visually appealing and organized pages that emphasize trust and urgency. They noticed that the test variant, featuring a background image of a smiling person, improved formatting for input fields, a more compelling CTA button, and explicit mentions of key details, significantly enhanced user engagement and conversion rates.

Additionally, the inclusion of the insurance provider’s name and improved graphical representations of features contributed to increased trust and clarity. This demonstrates the importance of human elements, clear information, and strong CTAs in influencing user behavior.

Performics India delivered impressive results to their client HDFC ERGO with the help of VWO. The partnership demonstrated how carefully crafted digital strategies could enhance user experience and boost conversion rates for a digital-first insurer like HDFC ERGO. The team at Performics India was satisfied and impressed with VWO, particularly because of how seamlessly they could set up and run a campaign with five hypotheses, three of which ran in parallel at any given moment. Here’s why VWO stood out for them:

• Support team: The support team was exceptionally cooperative, well-informed, and attentive whenever needed.

• User-friendly interface: VWO’s interface was intuitive and had a low learning curve, making it easy to navigate and use effectively.

• Dependable uptime: The platform’s reliable uptime ensured smooth and uninterrupted testing.

VWO proved to be an invaluable tool for Performics India, enabling them to achieve significant improvements on HDFC ERGO’s website performance. You too can leverage VWO to improve your conversion rates. Take advantage of a 30-day, all-inclusive free trial to explore VWO’s full range of capabilities and see firsthand how it can enhance your results.

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