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Case Study

Enhancing performance


Good news for Swinton showing increased conversion after code improvements from Sputnik Digital Good news for Swinton showing increased conversion after code improvements from Sputnik Digital

Insight

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.

Swinton's customer journey was optimised with fast and secure code by Sputnik Digital in Manchester and resuted in increased conversion rates
19%Improvement in conversion
41%Improvement in download
time

Approach

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

Results

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.

Question set conversion

A graph illustrating the increased conversion for Swinton thanks to quicker page load speeds provided by code improvements by the team at Sputnik Digital in Manchester

Desktop

Tablet

Mobile

Checkout and purchase conversion

Graphic illustration of increased mobile conversion of 19% for Swinton Insurance that is accredited to code improvements made by Sputnik Digital in Manchester

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 Quote to Buy journey is clear and has had a direct effect on sales, particulary on mobile devices

Adam Moran testimonial from Swinton Insurance | Sputnik Digital: fast, scalable and secure code in Manchester, UK

Adam Moran

Senior Marketing Manager - Digital
Swinton Insurance

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