Landlord: Adding USPs Summary
Background
Recent user testing showed that participants were impressed by some of the perks of being a DL customer e.g. no admin fees. Content Square zoning analysis shows that only 20% of users are seeing the body content of the new Landlord page where this content sits. Adding a short summary of the USPs higher up the page will make it visible to more users.
Hypothesis
Adding a USPs summary below the hero section will make the perks of being a DL customer visible to more users and encourage more users to start a quote.Design Changes
- A blue USPs summary box has been added below the Defaqto/Reevoo bar
- Grey bar with “Join over 250,000 landlords who trust us with their insurance” copy has been removed.
- Explore Landlord insurance and Get to the information quicker… text has been removed.
Targeting
- Landlord product page
Test Goal
- Increase Visit to Start Quote (Landlord)
Devices
- Mobile
- Tablet
- Desktop
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 10/02/22
End: 24/02/22
Duration: 15 days
Control Visitors: 3,897
V1 Visitors: 3,892
Highlights
- Adding a USP summary box below the hero on the Landlord landing page did not result in any significant change in Landlord Start Quotes
- However, we did see a 6.14% increase in Landlord Quotes with 93% significance. Encouragingly, Landlord Sales also increased 4.53% though only reached 60% significance
- Rolling out the variation would result in a 3.07% uplift in sitewide Landlord Visit to Quote
- This would generate 3,712 additional Landlord Quotes a year and 672 additional Landlord Sales a year
Conclusions
- The USPs did not have any impact on users deciding to start a quote. However, the users who did start a quote were more likely to complete the form and get a quote
- There are early indications that users were also more likely to purchase a policy.
- Users are more likely to see the benefits of being a Direct Line customer when they are summarised in bullet points and displayed higher up on the page.
- The benefits of being a Direct Line customer are appealing to users and play a role in their decision to get a quote and purchase a policy.
Next Steps
- As the variation had a positive impact on users proceeding to get a quote it is recommended to roll out the variation design.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 10/02/22
End: 24/02/22
Duration: 15 days
Control Visitors: 3,897
V1 Visitors: 3,892
Highlights
- Adding a USP summary box below the hero on the Landlord landing page did not result in any significant change in Landlord Start Quotes
- However, we did see a 6.14% increase in Landlord Quotes with 93% significance. Encouragingly, Landlord Sales also increased 4.53% though only reached 60% significance
- Rolling out the variation would result in a 3.07% uplift in sitewide Landlord Visit to Quote
- This would generate 3,712 additional Landlord Quotes a year and 672 additional Landlord Sales a year
Conclusions
- The USPs did not have any impact on users deciding to start a quote. However, the users who did start a quote were more likely to complete the form and get a quote
- There are early indications that users were also more likely to purchase a policy.
- Users are more likely to see the benefits of being a Direct Line customer when they are summarised in bullet points and displayed higher up on the page.
- The benefits of being a Direct Line customer are appealing to users and play a role in their decision to get a quote and purchase a policy.
Next Steps
- As the variation had a positive impact on users proceeding to get a quote it is recommended to roll out the variation design.
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You can download the full report in pdf format from the link down below.
