Quote & buy journey optimisation

Project costs were recovered during the first day of launch

We were approached by the eCommerce product team at Brightside Insurance to help improve their car insurance quote & buy journey to provide a better experience for users and ultimately increase sales. The brief from Brightside was three-fold:

The results were excellent. We saw an immediate significant uplift in conversion rates.

Armed with insights from analytics and competitor research we held workshops with the Brightside eCommerce and telesales teams to define the barriers users were facing and explore how we can utilise offline sales techniques online.  A number of approaches were discussed, scamp and thrown out. The end result of a full day workshop was a clearly defined set of innovative ideas for how we can increase the sale of add-ons, each with their own merits. We knew some would work and some wouldn’t, that being the nature of testing different ideas.

Starting with some rough scamps we quickly visualised these ideas for internal presentation, all were well received and put forward for creative and A/B testing.

In the meantime we worked to produced wireframes to show the proposed route for optimising the current quotation form along with an HTML5 style guide. We then worked with directly Brightside’s in-house digital product team, providing agile front end development in AngularJS to rework the form, quotation and basket pages. For the initial add-on sales we proposed a simple single page, clearly showing benefits, pricing and high contrast CTAs. The development work was completed in 3 weeks.

The result was a 70% uplift in sales of add-ons, along with project costs being covered during the first day of launch.

Mark Edkins, Head of eCommerce at the Brightside Group said of the project, “We worked with Andy (Milsom, Creative Director) and Three Straight Lines to help us achieve our objective to improve online conversion for our car insurance web journey. The team ran the project expertly from start to finish, including facilitating initial fact finding workshops with the business to gather requirements, presenting back wireframes, then producing detailed designs and finally developing the solution with our own in-house IT team.”

Mark praised the performance of the project adding, “The results were excellent. We saw an immediate significant uplift in conversion rates and as a result we are now embarking on an ongoing AB testing programme using the concepts produced by Andy and with the ongoing support of Three Straight Lines.”

The next steps will be to A/B test the other methods for selling add-ons (we’ll admit some are a bit crazy!) and learn through testing what works for the Brightside audience and what doesn’t. We’ll also continue to work with Brightside to iterate and improve the customer experience through user research and insights.