Success Story

Tatvic Optimizes ICICI Lombard’s Insurance Form Gaining Increased Submissions With VWO

44.25% mobile number submissions

About Tatvic

Tatvic, a MarTech company based in Ahmedabad, Gujarat, provides customized marketing, analytics, and infrastructure solutions to clients around the world. The company has led the strategy and implementation of web analytics, CRO, and mobile app analytics for some of the world’s top companies. As the only Indian firm with full-stack capabilities on industry-leading marketing and cloud platforms, Tatvic has established itself as a trusted name in the MarTech space, proudly serving renowned brands like Times of India, Titan Eye+, Aegon Life, Adani, ABP Network, and many others.

At Tatvic, data drives decisions. That’s why the company collaborates with VWO to conduct data-driven experiments to optimize conversions for its clients.

Goals

ICICI Lombard, one of India’s leading general insurance companies, is a client of Tatvic. Tatvic’s team focused on enhancing ICICI Lombard’s lead conversion rate by optimizing the mobile user journey using VWO.

Working with Team Tatvic on our CRO engagement has been very positive. Their understanding of UX principles and data-driven experimentation optimized our mobile forms, increasing leads from mobile users. Their expertise has been valuable in meeting our business objectives and improving our mobile UX strategies.

Sanskar Dholi
Sr. AVP Product

At Tatvic, we collaborated with ICICI Lombard to enhance their digital experience by utilizing VWO for A/B testing. By leveraging VWO’s behavior analytics capabilities, we gained deep insights into user behavior, which allowed us to create well-informed hypotheses for our tests. The results of our experimentation were remarkable, leading to improved user engagement and conversion rates.

Anuj Munshi
Head of Experimentation

Observations

The team at Tatvic conducted a detailed analysis of user data. This revealed that a large portion of ICICI Lombard’s audience interacted with the website via mobile devices, however many users abandoned the health insurance form when asked to enter their mobile number.

Further examination of the health insurance page revealed a critical gap in the user experience—the absence of essential information such as the plan’s name and its benefits.

This omission likely caused confusion and a lack of understanding among users, ultimately affecting lead submissions.

Hypothesis

Based on the observations, Tatvic’s team hypothesized that by clearly communicating the policy’s value proposition at the mobile number entry point, they could retain users and improve form completion rates.

The team proposed enhancing the user experience through strategic placement of essential information and compelling call-to-action prompts. This approach aimed to address user confusion, reduce drop-offs, and increase overall engagement, leading to more qualified leads.

Tests run

The hypothesis needed to be validated with an A/B test using VWO.

For the test variation, the plan name, unique selling points (USP), and benefits of the policy were prominently displayed above the fold. Additionally, the “Get Quick Quote” CTA was repositioned to the bottom of the page and made sticky to increase accessibility and user clicks.

Most importantly, the mobile number field was placed at the very beginning of the form.

This strategy ensured that even if users drop off later, ICICI Lombard’s team can still follow up using the provided mobile numbers, potentially converting leads through direct contact.

Here’s how the variation compared to the control:

The A/B test yielded impressive results, with the variation outperforming the control.

There was a 30.09% increase in form completions and interactions with the “Get a Quote” option, as well as a 44.25% rise in mobile number submissions.

Conclusion

Tatvic achieved remarkable results for its client, ICICI Lombard, significantly boosting lead conversion rates. VWO was instrumental in this success, offering powerful testing capabilities that ensured accurate and dependable outcomes.

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 potential and discover how it can deliver outstanding results for your business.

VWO is completely hosted on the Google Cloud Platform and leverages multiple GCP services to serve its customer base.