CORGI HomePlan provides boiler and home cover insurance in Great Britain. It offers various insurance policies and an annual boiler service. Its main value proposition is that it promises “peace of mind” to customers. It guarantees that if anything goes wrong, it’ll be fixed quickly and won’t cost anything extra over the monthly payments.
Lee Preston, a conversion optimization consultant at Worship Digital, analyzed CORGI’s existing Google Analytics data, conducted user testing and heuristic analysis, and used VWO to run on-page surveys and scrollmaps.
After conducting qualitative and quantitative analysis, Lee found that:
This is how CORGI’s home page originally looked:
After compiling all these observations, Lee and his team distilled it down to one hypothesis:
CORGI’s core features were not being communicated properly. Displaying these more clearly on the home page, throughout the comparison journey, and the checkout could encourage more users to sign up rather than opting for a competitor.
According to Lee, “Throughout our user research with CORGI, we found that visitors weren’t fully exposed to the key selling points of the service. This information was available on different pages on the site, but was not present on the pages comprising the main conversion journey.”
Worship Digital first decided to put this hypothesis to test on the home page.
“We hypothesized that adding a USP bar below the header would mean 100% of visitors would be exposed to these anxiety-reducing features, therefore, improving motivation and increasing the user conversion rate,” Lee said.
This is how the variation looked:
The variation performed better than the control across all devices and majority of user types. The variation increased conversions by 30.9%.
Conversion optimization is a continuous process at CORGI. Lee has been constantly running new experiments and gathering deep understanding about the insurance provider’s visitors. For the next phase of testing, he plans to:
We were very happy that this A/B test validated our research-driven hypothesis. We loved how we didn’t have to buy some other tool for running heatmaps and scrollmaps for our visitor behavior experiment.
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