esure uses conversion rate optimisation to improve online business

The challenge

esure is one of the largest insurance providers in the UK. Since 2005 the company has been working with RedEye to understand the behaviour of online users through the use of web analytics.

One of the main focal points for their analytics studies was to work out where their customers were dropping off during the payment process. This gave them detail into what was happening but they needed to go further and find out why it was happening.

The solution

With analytics only showing a 2-D picture of what was happening on a daily, weekly and monthly basis, esure needed to find a way to understand why drop off was happening more on certain pages than others. To do this the company implemented a strategy of conversion rate optimisation.

Conversion rate optimisation is a new service offered by RedEye, incorporating web analytics with website usability to help companies understand what users are doing on their website and why they are doing it. Using these findings, companies (such as esure) can implement the necessary changes to help them optimise their website and ultimately improve conversion.

Conversion rate optimisation incorporates a range of strategies for in-depth testing and analysis and enabled esure to identify a number of opportunities to improve the customer experience and subsequently improve website conversion.

Results

Very strong correlations were found between the drop off pages in esure’s payment process and the findings from the usability studies conducted. esure have subsequently made a number of changes on their site in response to these findings and early results are very encouraging.