Case Study
Optimizing conversion through A/B testing on a B2C insurance media page
Role:
Senior UX Designer
Goal:
Increase quote generation (conversion) from traffic driven by paid ads.
Team:
Image of Jewelers Mutual media page. One of several pages A/B tested to increase conversions. Link to Page
Overview
Challenge
Users landing on the paid media page from ads were not converting at expected rates. Data reviewed through Mixpanel and VWO, our analytics tools, revealed strong ad engagement but poor follow-through on the “Get a Quote” CTA.
Solution
I led the conversion rate optimization team with a series of UX-driven A/B tests to optimize the landing experience. By testing CTA copy, reorganizing key content, and moving trust-building elements higher on the page, we saw an improvement of +18% in quote conversions aligning with business objectives to increase new business for the year.
What I Did
Developed hypotheses and test plans using quantitative and qualitative data.
Created wireframes for test variants and collaborated with engineers to implement them in VWO.
Monitored test performance and shared insights with stakeholders.
Tools I used
Usertesting.com for qualitative user interviews to gather deeper into the why
VWO, our A/B testing tool to analyze heat maps, scroll maps, session recordings.
Figma as my design tool to iterate different variants.
Image of the quote and application funnel for the insurance product. These were our milestone goals that we tracked as part of the end to end conversion funnel.
My Process
Upon reviewing the webpage with the goal of increasing conversions in mind, I set out to understand what our users were looking for when landing on an insurance web page. Behavior analytics data told me what they were doing and I was in search for the why.
Research and Discovery
I went to usertesting.com and scheduled ten 30-minute moderated user interviews to gain more insight into the customer and where they were in their journey to purchasing insurance when they landed on this page. My goal was to uncover the most important pieces of information a customer was seeking to feel comfortable getting a quote.
Most impactful insights I gathered:
The top 3 most important pieces of information were cost, coverage, and reviews (social proof)
“Get a quote” as a CTA to a customer was associated with a long and tedious process to get to a quote for pricing.
Users negatively associated “Get a Quote” with a long and tedious process to receive a quote from an insurance company. In actuality, customers only needed to provide the jewelry type, jewelry value, and a zip code to receive a preliminary quote.
New hypothesis formed
Introducing the CTA “Check Your Rate” at a pivotal moment in the user journey will increase engagement and quote completions. User research indicates that cost clarity is the top priority for visitors at this stage. Changing the CTA to match their #1 need at this step of their journey will lead to higher conversion.
Results
+18% increase in quote conversions!
We tested multiple versions of the primary CTA button. The winning variation featured a more action-oriented message—“Check Your Rate” instead of “Get a Quote.”
The uplift stemmed from a user-centered insight: visitors prioritize clarity around coverage, cost, and trust. By introducing “Check Your Rate” at a key moment in their journey—where pricing transparency matters most—we reduced friction and drove a measurable increase in quote completions and CTA engagement.
Slide from presentation to stakeholders on results of the test.
Lesson’s learned
User-centered solutions drive organic engagement
Understanding where the customer is in their journey makes for more impactful results
Cross-team alignment creates holistic solutions