January, 2025
3% uplift in duration purchased and average written premium
Problem.
The duration and pricing page was identified as the most significant dropout point in our quote journey. Customers could use toggles to select their desired duration or input a custom start and end time to receive a quote. However, insights from customer interviews, AI chatbot interactions, and usability tests revealed key issues:
Customers wanted to compare multiple prices at once but had to resort to writing them down on their smartphones or scraps of paper.
Customers struggled to assess which duration offered the best value for money.
These challenges led to frustration, slower decision-making, and reduced conversions.
Objective.
To simplify the process of comparing durations and prices, making it easier for customers to find the best option. The goal was to improve usability, encourage confident decisions, and drive an uplift in average written premium.
What we did.
Research & insights
Conducted customer interviews and analysed AI chatbot interactions to identify pain points.
Highlighted inefficiencies in manual comparison methods and the need for clearer value indicators.
Solution designIntroduced a new UI element allowing customers to compare multiple durations side by side, eliminating the need for manual note-taking.
Added a "price per hour" feature to make it easy for customers to see which duration offered the best value.
Increased the number of default price/duration options while maintaining simplicity to avoid overwhelming customers.
Testing and validation
Ran comprehension tests to identify the most effective UI variant for customer decision-making.
Applied Hick’s Law, determining that three options were the optimal number to maximise efficiency and minimise cognitive load.
Monitored metrics like time-to-decision and the ease with which customers could find their ideal duration.
Anchoring strategy
Used the price anchoring principle to subtly guide customers towards higher-value durations, balancing satisfaction with increased premiums.
Outcome.
Customers could easily compare prices and durations, significantly reducing decision-making time.
The "price per hour" feature empowered customers to identify the most cost-effective options confidently.
Testing confirmed that three options were the most effective for decision-making, supporting Hick’s Law.
Achieved a 3% uplift in duration selection and average written premium, validating the effectiveness of the new design and pricing strategy.
