Swinton Insurance Case Study

Enhancing performance


Swinton Insurance one of the UK's leading insurance brokers, with a turnover of £285m.

We were tasked with optimising the front end code from the moment a customer begins the quote process right through to acknowledging their payment, known in the insurance industry as the "Quote and Buy journey".

Our task involved speeding up this user journey, enhancing the user experience. This would be achieved via a number of methods, based around writing a new code base from scratch, by hand.




Combining our experience in the insurance sector with our front end development skills, we rebuilt the view layer with a focus on:

  • Modular, reusable front end components
  • Regular testing against benchmarks throughout the project to ensure performance and consistency
  • Cross browser compatibility
  • Pragmatic consideration of latest HTML vs legacy browser support
  • Consistency of user input and feedback such as error messages and prompts across devices
  • Mobile optimisation
  • Page speed and performance


The new code had an immediate impact on page speed, a factor known to be important to Google as well as users. The real Key Performance Indicator and measure of the success of the project was the impact on conversion rates in quote completion and decrease in drop out rates across the whole form. We achieved, from better code alone, an improvement of over 6.5% across for both aggregator and non-aggregator traffic.

'Get Quote' TO 'Buy' conversion, Non-Aggregator sales

  • Desktop
  • Tablet
  • Mobile

'Get Quote' TO 'Buy' conversion, Aggregator sales

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  • Desktop
  • Tablet
  • Mobile

The biggest change was in mobile, where conversion was improved by as much as 19%. This was a massive result when considering the persisting trend of users towards mobile devices.

Don't just take our word for it

The improvement of the of the Quote to Buy journey is clear and has had a direct effect on sales, particularly on mobile devices

Adam Moran

Senior Marketing Manager - Digital
Swinton Insurance

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