Multiple: Insurance Funnel CRO: Multi-Product Quote and Checkout Optimization
Hypothesis
Reliance General Insurance's online quote and policy checkout funnels have usability issues causing customer frustration and channel abandonment to offline (phone). Systematic funnel optimization across multiple insurance product types will shift customers to the lower-cost online channel while improving overall conversion rates.
Test Results
Key Learning
Context: How prices are displayed on the multiple directly influences perceived value and willingness to buy.
What was tested: Insurance checkout friction is unique — users face anxiety about getting pricing wrong, selecting wrong coverage, or being overcharged. Moving customers from offline to online channels requires both usability improvements AND trust signals that online pricing is accurate and fair. Multi-product insurance companies need funnel optimization per product category — life, auto, home policies have different buyer journeys. Exceeding stretch goals by 68% (25% target vs 42% achieved) indicates the baseline funnel had significant addressable friction
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested multiple: insurance funnel cro: multi-product quote and checkout optimization but produced no statistically significant change. The test was run on a landing page page in the fintech industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Reliance General Insurance (India's leading private general insurer with 94 products) needed to move more customers online from offline channels. Visitors were abandoning digital checkout due to usability issues and calling in for pricing. Invesp optimized quote and checkout funnels across multiple insurance verticals. The target was 25% CVR improvement; actual result was 42% in 8 months.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Icon Labels
Problem: Visual elements on the listing aren't doing enough to communicate value, build trust, or guide users toward the next step.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.