The rate for users engaging with the Quick Quote process and converting them into purchasing a policy was under 20%. Our competitors were converting at a 45% rate.
Defining the Problem
- Conducted customer interviews and received feedback that process to purchase a policy from Quick Quote was cumbersome and not intuitive.
- Users consistently said that they felt it was easier to simply call an agent to purchase a policy.
- Adobe analytics showed us that users were dropping off in the Modify Coverage and Questions section
- Competitive audits indicated that we were vastly under-performing in converting from Quick Quote to purchased policy by roughly 25%
Screens of existing Quick Quote flow
UI Design Recommendations
- Visually separate Quick Quote and Purchase Policy flows more clearly
- Merge Account set-up and contact information into one section rather than separate sections/screens
- Limit the number of Questions to 4 – 5 per screen instead of one long scroll
- Clarity – impart a sense of clarity for the user. They should know exactly where they are at in the process and what is next
- Essential – remove all but the vital information required to get the following:
- A Quick Quote
- Purchase a policy
- Simplicity – apply design patterns that reinforce the simplicity and ease of completing an online purchase of a policy
Enhanced screens for Quick Quote and Purchase Policy