MA Auto is the most important insurance product for AAA Northeast. The eBusiness team is consistently trying to identify ways to enhance the existing MA Auto quote funnel to create a better experience for our users and improve the overall conversion rate. In 2018, I ran various iterations of A/B tests on the MA Auto quote funnel using Adobe Target which provided us with the ability to setup primary & secondary goals to monitor performance. Within these experiences, I implemented our own code using the custom code modification type to modify the user interface.
During a brainstorming session with the Product Owner for Insurance where we discussed ways to serve up a dynamic and personalized experience, we decided to focus on the H1 headings. While conducting research on competitor quote funnels, we found they offered up headings that were dynamic and specific to the step the user was interacting with. The headers provided contextual guidance and set the user expectation about what information they would be asked to provide on each step of the funnel.
We also utilized a Fallout visualization in Adobe Analytics to understand the percentage of visitors who dropped off after each step of the MA Auto quote funnel to understand the baseline we were trying to improve. The control experience of the MA Auto quote funnel, as represented on the right side of this slide, used the same generic header: “Get Your Massachusetts Auto Insurance Quote” on each step of the funnel.
To test the hypothesis that dynamic and descriptive headings would drive more conversions, we implemented new headings for Experience B of this A/B test. To achieve this, we used JavaScript code in Adobe Target using the switch case method to change the headings for each step. The new H1 Headings presented in Experience B are represented below.
Increase conversions/leads for the MA Auto Insurance Quote application.
By running an A/B test in Target we were able to validate our hypothesis and increase the conversion rate of the MA Auto quote funnel.
The MA Auto quote funnel is managed and hosted by a third party, which often makes it challenging to implement changes to the overall interface and design. Adobe Target’s custom code modification option made it easy for us to develop and implement our own JavaScript directly into the funnel, creating a new experience without having to submit requests to the third party. The tool also allowed us to preview the new experience and QA these enhancements before launching the test for our website visitors to interact with.
The primary goal was setup to measure the number of MA Auto Insurance quote submissions in Experience A versus B. The process of setting up and monitoring these goals in Adobe Target is intuitive. Another key component is the ability to monitor conversation rate, lift and confidence intervals for both experiences.
The dynamic headers had a positive impact and resulted in a higher conversion rate. These enhancements have since been permanently added to the MA Auto Insurance quote funnel.
