The AA: Driving £6M in revenue through content-led conversion
The challenge
The AA’s flagship Breakdown Cover product was underperforming across its online sales flow. Conversion rates were lower than expected, especially during key steps in the application process. Much of the content was inherited or copy-pasted from legacy assets.
It was written from the business’s perspective, not the user’s — with dense terminology, unclear CTAs, and friction at critical moments in the journey. The team knew they needed to improve performance, but the path to improvement wasn’t yet clear.
My role
I joined as Lead Content Designer embedded in the digital product team. While my initial brief was to refine web copy, I quickly identified deeper content challenges in the sales funnel — and proposed a broader remit.
I worked across the Breakdown Cover journey, leading end-to-end UX content strategy for landing pages and the application portal. I also supported the CRO team in running and interpreting experiments. Throughout, I collaborated with product owners, designers, developers, and commercial stakeholders.
My approach
Audited existing journeys to identify copy friction, inconsistencies, and unclear language
Reframed CTAs and product groupings using customer-first language rooted in research
Used analytics and CRO insights to redesign drop-off points — including the most abandoned page in the application journey
Advocated for a tone shift that better aligned with user expectations and intent
Built trust with stakeholders by showing how small language decisions could drive measurable impact
Mentored a team of 12 content editors, helping them transition into content design roles
The outcome
A single CTA wording change resulted in a £6 million uplift in annual revenue
A major drop-off point was redesigned based on UX and language testing — significantly increasing completions
Strategic grouping of products in the application flow improved clarity and reduced friction
My language outperformed copy proposed by senior stakeholders in A/B testing
Created long-term improvements in how content and conversion were discussed internally
What I learned
Conversion doesn’t always require big redesigns — often, the most meaningful wins come from clarity, structure, and testing. This project reinforced the value of listening to users, challenging assumptions with data, and communicating outcomes in a language that resonates with both stakeholders and customers.