Ageas wins big with £2.6m conversion uplift

When partnering with Ageas, one of the key goals was to reignite the Conversion Rate Optimisation (CRO) programme and drive a 3% increase in conversion rate. The key strategic aims to achieve this were:

• Increase return

• Increase CRO maturity

• Increase innovation

• Increase velocity

• Increase visibility

To help achieve a +3% increase in conversion rate over the programme, we focused initially on increasing return and increasing innovation.

We started with a discovery phase to identify key insights across the user journey. This revealed clear friction on the Premium page, where users arriving from price comparison websites showed low conversion to purchase, highlighting an opportunity to improve ‘quote to sale’ performance.

To understand the reasons behind this, our User Research team conducted moderated research, which found low brand recognition, trust and perceived quality - with all participants stating they did not recognise the Ageas brand.

We worked with the Ageas design team to create a mobile-first redesign of the Premium page, focused on strengthening the value proposition and clearly communicating key policy benefits. The new design was then developed and A/B tested to validate performance.

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

• +3% increase in conversion to sale

• +3% increase in add-on sales

The forecast predicts that pushing the winning experience to 100% of users will drive +£2.6m of incremental revenue to Ageas annually. The test demonstrated the impact of improving brand awareness and clearly communicating value at a critical stage of the journey.