Fresh Egg Shortlisted in the 2025 Experimentation Elite Awards
By Lee Colbran|20 May 2025
We’re delighted to announce that Fresh Egg has been shortlisted for the 2025 Experimentation Elite Awards in June — recognised in the ‘Best Use of Experimentation in the Finance & Insurance Sector’ category for our work with John Lewis Money.
This nomination highlights a bold, insight-led experiment that tackled one of the most friction-heavy stages in the home insurance quote journey. Working closely with the John Lewis Money team, we introduced a mobile-first, e-commerce basket that gave users real-time confirmation of their selections. This small interface change delivered a significant impact.
Nicky Moody, Project Director
What made the experiment stand out?
- A rigorous, insight-backed hypothesis targeting a high-drop-off point in the quote flow
- A responsive, compliant design implemented across both mobile and desktop
- The use of real-time, persistent feedback to improve decision confidence for users
And the results?
While we cannot disclose commercial ROI, we can share that the experiment delivered a significant uplift in quote-to-sale conversion, with mobile users seeing an even greater improvement! The variant has now been fully rolled out, a clear sign of confidence in the test's long-term impact.
This shortlisting is a testament to the strategic alignment, deep collaboration, and experimentation culture shared between Fresh Egg and John Lewis Money. We're incredibly proud of the team effort behind this initial recognition and thrilled to see work in a traditionally cautious sector being put forward by industry peers.
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