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

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.

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.

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.

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.

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.

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