Problem
Earlier improvements to the duration and pricing page had proven customers wanted to compare durations side by side — but the options we surfaced were doing them a disservice. The durations on offer were too similar in length and price, so comparing them told customers very little. There was no meaningful difference in value between the choices, which meant customers couldn't see why one duration was better than another. Many defaulted to the shortest, cheapest option — or stalled entirely while they worked out the maths themselves.
Objective
Make the value of each duration instantly legible — so customers could confidently choose the option that genuinely suited them, rather than the one that simply looked cheapest. Commercially: lift conversion, encourage longer durations, grow revenue per policy.
What we did
- Cost per hour as the value signal. Made price-per-hour the anchor of every option, turning an abstract total into a simple, comparable unit — no mental arithmetic required.
- Popcorn pricing. Borrowing from the cinema concession model, we structured the range so the step-up in price between options was small relative to the step-up in time — making longer durations feel like the obviously smarter choice.
- Price anchoring across a wider range. Exposed a broader spread of durations up front, using the longest option as an anchor — against that reference, mid-range durations read as strong value.
- Faster comparison, less friction. With a wider range visible at once and value expressed per hour, customers no longer needed to generate quote after quote to compare manually.
Outcome
- +0.71% uplift in conversion rate across the quote journey.
- Higher duration selections — customers consistently chose longer cover, driving a significant uplift in revenue and average written premium.
- 80% reduction in time-on-task — customers could evaluate the full range in one view instead of quoting repeatedly.
Pricing psychology, applied transparently, benefits both sides: people paid more because they could finally see they were getting more.