Bullfrog Insurance Case Study
How Reach Digital Used A/B Testing to Boost Conversions for Quote Requests & CTA Clicks
Bullfrog Insurance was using a long-form online questionnaire to capture lead information for small businesses who are in the market for insurance. The aim of the form was to:
- Gather user information to provide a quote for insurance products, and
- Allow prospective customers to purchase an insurance policy online
Bullfrog approached Reach Digital with the primary objective of increasing the overall conversion rate of their online form from all traffic channels.
Homepage and Quote Form Audit
The homepage took primary focus of …. the element as this is where the vast majority of users started the quote form process, and on removing any elements that might create any sort of barrier to user conversions.
Specifically: anything that could be classified as clutter (i.e., irrelevant to the conversion process) and any signs of more than one potential call to action for users to follow through on.
In summary, Reach combed through the homepage to ensure there was no friction that would cause user abandonment.
The A/B Test
Homepage “Before” Version
Homepage “After” Version
The audit of the quote form was quickly followed by an A/B test of the homepage.
The homepage was duplicated and elements that fell under the category of distracting clutter were removed for a cleaner, simpler focus, with one CTA, fewer main navigation menu items and a strong, enticing headline driving users into the quote form.
With the test launched, users were randomly shown the original homepage or the newer, condensed version. The site was receiving enough traffic to meaningfully utilize the data and declare a “winner” at the end of the test. Once that significant level of traffic was received for both versions, the analysis would be complete.
End Result: A Significant Increase in Quote Form Completions
The homepage A/B test showed that the distraction-free version was the clear winner.
The the on-site changes were made immediately, eliminating unnecessary menu elements, implementing strong headline text, and giving users a simple, straightforward path to converting via the CTA button.
Results over 8 months: