Plymouth Rock Increased Conversions by Redesigning the Final Checkout Flow

Plymouth Rock has been using VWO for the past few years to run tests and optimize its website. 

This particular test was initiated from a product-level strategic decision. The goal was to encourage more customers to download Plymouth Rock’s YUBI® app as part of the insurance policy purchase.

YUBI stands for Your Usage-Based Insurance, a telematics program Plymouth Rock Assurance offers to customers in the direct sales channel. The app gathers information about driving habits, helping users become smarter and safer drivers.

Christopher and his team monitored the number of days it took customers to install the app after their policy became effective. 

They believed that the checkout flow’s copy and design lacked appeal and needed improvement to encourage more app downloads.

Hypothesis

It was hypothesized that clear messaging and visuals would better highlight the importance of downloading the YUBI app after policy purchase.

This was expected to increase the YUBI fulfillment rate compared to the existing flow. The rate is defined as the number of customers who downloaded the app within the qualifying period divided by the total number of customers who purchased a policy. 

This rate indicated the percentage of customers who downloaded the app after their policy purchase. A higher fulfillment rate would suggest that customers were more engaged and saw value in downloading the app. 

The team had no issues setting up the A/B test using VWO; they chose to run it on the server side. 

They collaborated with their UX team to develop the screen variations and from then on it was a smooth ride. 

The changes introduced in the variation were starkly different from the control:

Control:
The final checkout step asked customers to share their mobile numbers to receive a link to download the YUBI app and enjoy the benefits of the YUBI program. However, the message lacked persuasion and context to drive actions.

Variation:
The team implemented important changes to enhance the messaging:

• Added engaging visuals to capture attention.
• Clearly communicated the app’s purpose and benefits.
• Broke down the steps for downloading the app into three simple actions:
  1. Providing a mobile number
  2. Granting necessary app permissions
  3. Avoiding policy cancellation

Here are the control and variation images for the test. 

Why server-side testing

For running this A/B test, the team chose server-side over client-side to avoid discrepancies in rendering experiences. This is especially critical in finance or insurance, where accuracy is paramount.

When a user raises a quote request, it is considered a dynamic experience because it involves real-time interactions that affect the displayed content. Server-side testing effectively manages these dynamic experiences, ensuring that users receive timely and accurate information. This ensures a consistent experience for all users, as the content is rendered on the server.

Most importantly, server-side testing ensures that sensitive data remains secure and intact. This minimizes the risk of data loss or corruption that can occur with client-side testing.

VWO Testing – Server Side features lightweight SDKs in over eight languages for front-end and back-end optimization of key metrics across your tech stack. You can tailor A/B tests to your specific requirements without disrupting the user experience at all. Request a demo to see how it works!

Analytics integrations

Analytics integrations, including Google Analytics and HEAP, were used to seamlessly integrate test performance metrics into Plymouth Rock’s reporting dashboard suite. This allowed the team to analyze relevant data efficiently within their existing reporting structure.

Test results

This server-side test led to a ~ 10% increase in page over page conversion between YUBI Phone number page and the Checkout page during a 2-week time window. 

The updated checkout flow, with clearer messaging and visuals, successfully drove more customers to share information for downloading the YUBI app. The test results demonstrated the effectiveness of setting the context upfront, leading to improved engagement and conversion rates. 

VWO is a comprehensive experimentation platform that supports basic to advanced testing across any stack and device, allowing you to track a variety of metrics. Contact us today to learn how the platform can bring your most ambitious test plans to fruition.