Australia’s leading provider of motorcycle insurance needed to redesign their website and improve conversion rates.
Objectives
Our Approach – Discovery and Research
Testmate worked with Swann’s team to understand the current issues and critical aspects of the user journey. We identified that three rounds of testing would provide the best results given the critical focus on conversion improvement.
“User testing proved to be instrumental in providing ideas and feedback that ultimately drove the success of our website revamp.”
Our Approach – Testing and Analysis
Initial testing on the live website was quick to uncover the current user issues. Brand confusion, insufficient product information and a long sign-up process were the biggest offenders.
The design testing demonstrated we had solved many of the biggest issues but also helped us gain a deeper understanding of important messaging and the high value of a ‘quick quote’.
We then tested a final round on staging which showed we were well on track however we picked up further nuances around the important key policy details and messaging to cut through.
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Findings
The testing demonstrated the importance of price transparency and time involvement. In addition, we observed the importance of answering user key questions during the sign-up process.
By simplifying the website messaging and structure, Swann increased leads to the conversion funnel by over 20%.
Why This Matters
Clear timelines, upfront information, and price transparency are key to a smoother user experience and higher conversions.
