The AA: Driving £6M in revenue through content-led conversion
The challenge
The AA’s flagship Breakdown Cover product was underperforming in its online sales flow. Conversion rates were lower than expected, especially during key application steps. Much of the content had been inherited from legacy assets — dense, business-focused, and unclear at critical decision points.
My role
I joined as Lead Content Designer embedded in the digital product team. While initially asked to refine copy, I identified deeper UX issues and proposed a broader remit. I led end-to-end content strategy for landing pages and the application portal, supported CRO experiments, and collaborated with product, design, development, and commercial stakeholders.
My approach
Audited the sales journey to identify friction, inconsistencies, and unclear messaging.
Reframed CTAs and product groupings using customer-first language rooted in research.
Used analytics and CRO insights to redesign the highest drop-off page.
Advocated for a tone shift that better matched user expectations and intent.
Built stakeholder trust by evidencing how small content changes could drive measurable outcomes.
Mentored 12 content editors, helping them transition into content design roles.
The outcome
User impact
Clearer CTAs reduced hesitation and gave users confidence in their decisions.
Reframed product groupings made options easier to understand and compare.
More human, plain-language tone created smoother journeys and reduced friction at sign-up.
Business impact
A single CTA wording change delivered a £6M uplift in annual revenue.
Redesign of a major drop-off page significantly increased completions.
My content outperformed senior stakeholder copy in A/B testing.
Improved internal conversations — content became seen as a conversion driver, not just surface polish.
What I learned
Conversion doesn’t always require major 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.