Swinton Insurance is one of the UK's leading insurance brokers with an annual 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:
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. The refactoring of front end code throughout the Quote & Buy process for Swinton Insurance led to an average 7.5% uplift in conversion of traffic from all devices.
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.
The improvement of the Quote to Buy journey is clear and has had a direct effect on sales, particulary on mobile devices
Senior Marketing Manager - Digital
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