www.redeye.com THE CO-OPERATIVE INSURANCE A/B TESTING THE CHALLENGE The Co-operative Insurance was looking to optimise their website through the presentation of key car insurance product information, as well as promotional messaging, in a much clearer layout to increase the click through rate on the ‘Get a Quote’ call-to-action (CTA). THE SOLUTION The Co-operative Group is the UK’s largest mutual business, owned by millions of members. Alongside The Co- retailer, the UK’s number one funeral services provider, and a developing legal services business. The Co-operative Insurance worked with RedEye to optimise their website through UX-driven A/B testing. RedEye conducted user testing to investigate the customer experience of the website and generate insights and hypotheses for testing. RedEye then held workshops with the Co-operative team to plan a programme of testing aligned with their business priorities. The test focused on the Car Insurance Product Page layout. HYPOTHESIS: A re-design of the product page to highlight what the product offers and also increase readability of the page will increase click-throughs to get a quote. Two variations were tested against the control. VARIATION 1: Introduced tiles below the banner to separate VARIATION 2: Also introduced the icons but presented the ‘Why Choose Us’ information as a list below the banner. The variations were then pushed live, with each receiving THE RESULTS The revised Variation 1 which was a tile view presentation of key product information, was successful in reducing the effort required by users to digest the information. By making this information more visible, Variation 1 was successful in driving an Analysis of the overall data derived from the test also highlighted a serious blockage within the quote tool itself, with the majority of users arriving at ‘start quote’ failing to proceed through to ‘get a quote’ and beyond. This suggested a key focus for further optimisation. FROM THE CLIENT we were still quite new to the optimisation world, we had an amazing amount of support from the Red Eye team. They have shown their professionalism and knowledge in this The test was a good test and we used the winning layout template throughout the website on other products. This has helped us to increase the conversion rate in the past year.” www.redeye.com Red Eye International Ltd. 35-38 New Bridge Street Blackfriars London EC4V 6BW Registered in England No. 4035064

THE CO-OPERATIVE INSURANCE...The Co-operative Insurance was looking to optimise their website through the presentation of key car insurance product information, as well as promotional

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Page 1: THE CO-OPERATIVE INSURANCE...The Co-operative Insurance was looking to optimise their website through the presentation of key car insurance product information, as well as promotional

www.redeye.com

THE CO-OPERATIVE INSURANCE A/B TESTING

THE CHALLENGE The Co-operative Insurance was looking to optimise their website through the presentation of key car insurance product information, as well as promotional messaging, in a much clearer layout to increase the click through rate on the ‘Get a Quote’ call-to-action (CTA).

THE SOLUTION The Co-operative Group is the UK’s largest mutual business, owned by millions of members. Alongside The Co-

retailer, the UK’s number one funeral services provider, and a developing legal services business.

The Co-operative Insurance worked with RedEye to optimise their website through UX-driven A/B testing. RedEye conducted user testing to investigate the customer experience of the website and generate insights and hypotheses for testing. RedEye then held workshops with the Co-operative team to plan a programme of testing aligned with their business priorities.

The test focused on the Car Insurance Product Page layout.

HYPOTHESIS: A re-design of the product page to highlight what the product offers and also increase readability of the page will increase click-throughs to get a quote. Two variations were tested against the control.

VARIATION 1: Introduced tiles below the banner to separate

VARIATION 2: Also introduced the icons but presented the ‘Why Choose Us’ information as a list below the banner.

The variations were then pushed live, with each receiving

THE RESULTS

The revised Variation 1 which was a tile view presentation of key product information, was successful in reducing the effort required by users to digest the information. By making this information more visible, Variation 1 was successful in driving an

Analysis of the overall data derived from the test also highlighted a serious blockage within the quote tool itself, with the majority of users arriving at ‘start quote’ failing to proceed through to ‘get a quote’ and beyond. This suggested a key focus for

further optimisation.

FROM THE CLIENT

we were still quite new to the optimisation world, we had an amazing amount of support from the Red Eye team. They have shown their professionalism and knowledge in this

The test was a good test and we used the winning layout template throughout the website on other products. This has helped us to increase the conversion rate in the past year.”

www.redeye.com

Red Eye International Ltd.35-38 New Bridge Street

BlackfriarsLondon

EC4V 6BWRegistered in England No. 4035064