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.
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.
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.
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By simplifying the website messaging and structure, Swann increased leads to the conversion funnel by over 20%.
With changes to the conversion funnel on the back of the research, Swann’s conversion rate increased by 76%.
Organise a call with one of our UX researchers who can go through our process, answer any questions and work with you on the best testing solutions for your project.
