$2.5m uplift for Aardy

Client: Aardy
Sector: Insurance
Website: Aardy.com
Services: Conversion Services

Our challenge was to drive a +4% increase in conversion rate and an agreed $1m annualised incremental revenue for Aardy over an initial four-month contractual period. Additionally, Aardy wanted to start their journey of using experimentation to make data-led decisions.

To help achieve the required +4% increase in conversion rate over the initial contract period, we drove our testing roadmap through:

• Funnel analysis
• Unmoderated user testing
• Competitor analysis

The accrued data enabled us to understand the essential areas of the journey to optimise and the required drivers to increase user conversion. We created the concept around "Price Guarantee" messaging using our insurance-specific prioritisation matrix.

To create the initial four-month impact roadmap for Aardy, we initiated an initial website analysis to understand the primary areas of friction in the policy purchase journey. This showed that the quote results page was the critical area of focus, with over three-quarters of users not proceeding.

After this initial discovery stage, we used unmoderated user testing to understand why users did not purchase. Price was a key factor, with many comparisons of policy features against price. Removing the user’s anxiety about whether they have the most competitive price enables them to focus on the right policy for their needs and significantly increases their commitment to buying.

We worked with our design team and Aardy for content suggestions to provide the optimum, most impactful design. Our dev team then developed an A/B test, which we deployed to confirm statistically whether the variation performed better than the original version.

As a result of this A/B test during the testing phase, we saw;

• +12% increase in quote to sale
• $2.5m increase in annualised revenue
• Consistent uplift across all devices

Since concluding the winning test, we have worked collaboratively with Aardy to have the winning variation hardcoded within a week of being declared a winner to drive this benefit across the annualised period.

We're hugely proud of the results of the first test for Aardy and exceeding the agreed $1m target in one A/B test. We can’t wait to continue collaborating with the team and drive even further incremental benefits in the future through experimentation.