Problem
The duration and pricing page was the most significant dropout point in our quote journey. Insights from customer interviews, AI chatbot interactions, and usability tests revealed customers wanted to compare multiple prices at once — but had to resort to writing them down on their phones or scraps of paper — and struggled to assess which duration offered the best value for money. Frustration, slower decisions, reduced conversions.
Objective
Simplify comparing durations and prices, making it easier for customers to find the best option — improving usability, encouraging confident decisions, and driving an uplift in average written premium.
What we did
- Research & insights. Customer interviews and chatbot analysis highlighted inefficient manual comparison and the need for clearer value indicators.
- Solution design. A new UI comparing multiple durations side by side; a price-per-hour feature making best value obvious; more default options while keeping the choice set manageable.
- Testing & validation. Comprehension tests identified the most effective variant; applying Hick's Law confirmed three options as the optimum for decision efficiency and cognitive load.
- Anchoring strategy. Used price anchoring to subtly guide customers towards higher-value durations, balancing satisfaction with increased premiums.
Outcome
- Customers compared prices and durations easily, significantly reducing decision time.
- The price-per-hour feature empowered confident identification of the most cost-effective option.
- 3% uplift in duration selection and average written premium, validating the design and pricing strategy.