Public Liability: All Devices: Tabbed Redesign
Background
A recent test to display the Small Business Insurance page content in a tabbed format resulted in an +5.37% uplift in EVO SME Start Quote with 99% significance. The current Public Liability page content has a similar disjointed feel to the original Small Business Insurance page. Exposure rate maps show that less than 30% of users see the content below the fold including the USPs and informative content below the fold. User testing revealed that users who scrolled down found the USPs such as no admin fees very appealing and the informative content very useful.
Hypothesis
Redesigning the Public Liability page body content to have a tabbed format will increase the amount of users who see this useful and appealing content. This will result in an increase in Visit to Start Quote.Design Changes
- No changes to the header, hero or breadcrumb.
- The red bar with Join over 500,000 businesses… copy has been removed (please note it remains in the Figma designs but should be removed for the variation).
- Tabs with anchor links have been added below the breadcrumbs. Clicking on the tabs will take the user down to the relevant section of the page.
- The sections of the page are divided by arrow anchor links back to the top.
- Every section should end with a Get a quote or call us CTA.
Targeting
- Public Liability Landing Page
Test Goal
- Increase Visit to Start Quote (undefined)
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: 14/12/21
End: 27/01/22
Duration: 7 weeks
Control Visitors: 6,620
V1 Visitors: 6,678
Highlights
- Redesigning the Public Liability page body content to have a tabbed format resulted in a 1.37% uplift in undefined: Start Quote and a 0.97% uplift in All SME Start Quote.
- Whilst this did not reach full significance (65%, 50%) we do see that V1 consistently outperformed control throughout the experiment.
- This will result in additional 562 SME Start Quotes per year (based on 0.97% uplift in All SME Start Quote).
Conclusions
- Users found the anchor link tabs useful and engaged with them at a good rate.
- Users are less likely to engage with the occupation examples when they appear further down the page and with the new icon tile design.
- Making the page content more easily accessible to users made them more likely to start a quote.
Next Steps
- As the variation showed a consistent uplift in undefined: Start Quote and All SME Start Quote it is recommended to roll out the variation or incorporate the changes introduced into the upcoming page rebrand redesign.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 14/12/21
End: 27/01/22
Duration: 7 weeks
Control Visitors: 6,620
V1 Visitors: 6,678
Highlights
- Redesigning the Public Liability page body content to have a tabbed format resulted in a 1.37% uplift in undefined: Start Quote and a 0.97% uplift in All SME Start Quote.
- Whilst this did not reach full significance (65%, 50%) we do see that V1 consistently outperformed control throughout the experiment.
- This will result in additional 562 SME Start Quotes per year (based on 0.97% uplift in All SME Start Quote).
Conclusions
- Users found the anchor link tabs useful and engaged with them at a good rate.
- Users are less likely to engage with the occupation examples when they appear further down the page and with the new icon tile design.
- Making the page content more easily accessible to users made them more likely to start a quote.
Next Steps
- As the variation showed a consistent uplift in undefined: Start Quote and All SME Start Quote it is recommended to roll out the variation or incorporate the changes introduced into the upcoming page rebrand redesign.
Get a copy of the full report
You can download the full report in pdf format from the link down below.
