Agata, Business Ahead director, managed the conversion rate optimisation programme for this popular UK provider of loans and insurance policies. It was one of the defining experiences that propelled her to build Business Ahead and help more businesses benefit from data-driven growth.
The finance and insurance services were part of tens of different products and services available on the website - and with large amounts of traffic, there were plenty of opportunities for a complex A/B testing programme.
Agata looked after several products, including mortgages, personal loans, travel insurance, gadget insurance and more. Each product had a landing page and there were often pages with supporting info too. The products combined an ecommerce experience with multi-step application forms, adding to the intricacy of the job at hand.
The key challenges included:
Extensive research was the key first step in finding opportunities. Sources of data included:
By combining the information, Agata was able to analyse existing user journeys and spot where and how experiences could be improved.
Experimentation hypotheses included:
Ideas were managed using Agata's own prioritisation framework, to surface the best opportunities at any given time.
Around 4-5 tests were worked on each month, building into iterative growth that ended up creating £3M extra profit.
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Business Ahead support marketing and optimisation teams with their website tracking and reporting needs – so that when you start your optimisation programme, you can achieve even better results.
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