From Clicks to Conversions - Website Optimisation for the Insurance Industry

Watch Head of Conversion Jake Lambert and Stuart Rex from Webtrends Optimize share actionable insights into optimising your insurance website for enhanced profitability. Expect to learn how simple changes, from improving trust signals to fine-tuning add-on offerings, can lead to a measurable lift in conversion rates.

Session conducted by:
Jake Lambert: Head of Conversion Services
Stuart Rex: Commercial Director, Webtrends Optimize

Duration: 1hr 

Key takeaways from the session:

1. Building Trust: Learn how utilising industry rankings, social proof, and branding can increase user confidence and drive sales.

2. Conversion Rate Optimisation (CRO) Strategies: Understand how A/B testing and design changes can yield an average of 4.9% increase in conversions.

3. Engaging Risk-Averse Customers: Explore the application of Prospect Theory to optimise the presentation of optional extras and encourage higher add-on take-up.

4. Personalisation Techniques: Discover how to boost conversions without complex technical developments through personalised content and clear calls to action.

5. Clear Design for High Impact: Implement simple design principles like whitespace and content grouping, which are straightforward to apply, to create a more user-friendly experience, leading to measurable increases in quote-to-sale conversions.

   Attendees will leave with a clearer understanding of how CRO can be applied to their business and the tangible benefits it can deliver.

Who should watch this session?

• Insurance professionals looking to optimise their digital presence
• Marketing and product teams aiming to increase website conversions and customer retention
• Business leaders interested in leveraging digital transformation to drive profitability.

Jake Lambert, Head of Conversion Services

Jake left university with a 1st class degree in Economics in 2014 and immediately began his career in the world of conversion rate optimisation with Maxymiser. As a CRO analyst in the retail team he specialised in optimising the online experiences of clients such as Calvin Klein and Debenhams, where he spent one day a week on-site in their office near Euston, London. Post Maxymiser’s acquisition by Oracle, Jake joined the online personalisation platform Yieldify where he spent three years building out their A/B testing and consulting proposition across their London and New York offices.

In 2019 Jake joined Conversion.com, a dedicated CRO agency based in the UK, where he led the optimisation strategy for some of the UKs largest companies including Tesco & Just Eat. As Principal Consultant he led the technical experimentation knowledge across the business and provided strategic oversight on the key accounts to ensure performance targets were achieved. After brief stints at Sky (via Foolproof) and Feel (WeAreFeel), Jake joined Fresh Egg as Head of Conversion Services in April 2023.