Accelerating the delivery of new digital initiatives with confidence
Success Story Financial Services
INSURER COLLECTS OVER $800K IN ADDITIONAL PREMIUMS THROUGH WEBSITE REDESIGNApexon improves user conversion with a complete redesign of online checkout process 
This insurance company, one of the fastest-growing in the U.S., noticed that a large portion of its web traffic was abandoning the site in the middle of the checkout process.
The insurance industry is highly competitive. Customer engagement and retention are driven increasingly by exemplary customer service and modern digital experiences. Successful carriers make it as simple as possible for customers to go online and get a new quote and purchase a policy of their choosing.
The company engaged Apexon to help diagnose the problem and address the challenges in the user experience that were causing session abandonment.
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Founded in 1997, one of the first companies to enable customers to purchase home insurance directly online, during a single visit
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Financial-strength rating of “Excellent” from A.M. Best, the third highest of their 15 ratings
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2016 Confirmed Customer Excellence Award Winner
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2014 SMA Innovation in Action Award for our Business Insurance product
the Results
Key Outcomes
8% Increase in End-
User Conversions
User Conversions
$800,000 in Additional
Premiums in One Month
Premiums in One Month
Metric Tracking
with Optimizely
with Optimizely
Go Digital
Be digital
Creating the infrastructure and foundation to scale digital initiatives
Evolve Digital
Leveraging data and analytics to continuously improve digital delivery processes
Enable digital adoption in a quick, and agile manner
Apexon recommended redesigning the entire buying process including an overhaul of the policy review, payment methods, and sign-up pages.
Build digital infrastructure and foundation for enterprises to scale
Apexon optimized client’s existing code base that could be used in the variant pages by creating new components in the existing code base.
Leverage data engineering to make strategic decisions and get digital right every time
The challenge
Improve the user experience & user conversion
The insurer’s Digital Optimization team first identified where users were abandoning their sessions. They found that users often began the checkout process after receiving an agreeable quote, but were exiting the application shortly before paying for it. Apexon quickly got to work examining the user experience, specifically the steps leading up to the common drop-off point.
The Solution
Complete redesign of the buying process
Apexon recommended redesigning the entire buying process including an overhaul of the policy review, payment methods, and sign-up pages. The client’s designers needed a frontend React developer to bring the solution to life to test their idea.
Apexon’s developers were able to create new components in the client’s existing code base that could be used in the variant pages. Optimizely, the client’s digital experience platform of choice, also came into play by splitting user traffic into two groups. One group would see the original version of the checkout process while the other group would see the newly implemented checkout process. Metrics were also added on Optimizely to track user conversions through each page of the checkout process.
The beneficial impact of the redesign was very clear. In just one month, the client saw an increase of over 8%, equating to more than $800,000 in additional premiums.