To kick-start the testing roadmap with a view to achieving the required 4% increase in
conversion rate over the initial contract period, Fresh Egg worked closely with Aardy to
conduct in-depth website funnel analysis. This showed that the quote results page was
the critical area of focus, with over three-quarters of users not proceeding.
After this initial discovery stage, Fresh Egg used unmoderated user testing to understand
why users did not purchase. Price was a key factor, with many comparisons of policy
features against price. Removing the user’s anxiety about whether they have the most
competitive price enables them to focus on the right policy for their needs and
significantly increases their commitment to buying.
This accrued data enabled us to understand the essential areas of the journey to
optimise, and the required drivers to increase user conversion. Fresh Egg then created a
prioritised testing backlog focused on driving incremental revenue for Aardy’s travel
insurance product.
One of the critical value-driving concepts was pushing Aardy’s “price guarantee” USP
more prominently for their users, creating a concept using Fresh Egg’s insurance-specific
prioritisation matrix.
Through collaborative efforts and utilising the powerful experiment build capabilities of
Webtrends Optimize, an AB test was developed to capture the attention of
users visiting
Aardy.com, to confirm statistically whether the variation performed better than the
original version and increased overall sales.
