Insurtech
Full .com Conversion Focused Redesign for Insurtech Startup
From disparate and clunky Wordpress WYSIWYG site to updated, high converting, SEO optimized website.
Challenge
I arrived at Thimble in early December of 2020, jumping into a fast-moving environment with a large list of projects on the docket. The first task was a project to redesign a high traffic product page. We were dealing with a clunky WYSIWYG Wordpress build that was built quickly and quite rickety.
Results
Identified need for a design system from both a design and engineering perspective, designed and collaborated with engineers on an MVP system, including a family interaction animations. This increased go-live time across the project from design to dev creating overrides on each element and QAing pages that were always different from one another. This also created bloat on the site with multiple style sheets needing to load on different pages.
The site was built on Wordpress and used Elementor as a page builder. I steered the move away from Elementor as a way to both protect the design system, as a number of agencies would be building pages, to increase page speed and reduce bloat on the site. After going live with the first templates in ACF, those pages saw a 32% increase in performance, 1.5 second decrease in time to LCP (largest contentful paint) and a reduction to 0 seconds total blocking time.
Once the design system was in place, I solved for some core user experience issues and designed a new product page template, including adding the ability for a user to get a quote on page for their policy. This project was tested through an A/B test that redirected 50% of the traffic to the new design and measured CTA click rate, bounce rate and transactions. After the test ran for 24 days, we saw a 13% increase in CTA clicks and a 2% increase in transactions.
This template design was then applied to the remaining product pages and tested again to verify results.
32%
1
7
Product Pages
Once the design system was in place, I began redesigning the high traffic product page template. This project was tested through an A/B test that redirected 50% of the traffic to the new design and measured CTA click rate, bounce rate and transactions. After the test ran for 24 days, we saw a 13% increase in CTA clicks and a 2% increase in transactions.
This template design was then applied to the remaining product pages and tested again to verify results.
13%
2%
1
Homepage
A homepage design was developed by another designer on the team and had yet to be implemented. Initially, the task was to apply the design system and push the page, however I saw an opportunity to use custom 3D illustrations that Thimble commissioned before my arrival. We ended up updating the design and copy to put the value props front and center.
This page was A/B tested with a url redirect and saw a 10% increase in CTA clicks, 3.4% increase in transactions and a 7.8% decrease in bounce rate.
10%
3.4%
7.8%
