Enhancing user experience on breakdown cover landing page

Problem

The primary Call-to-Action (CTA) on the breakdown cover landing page, “Get started,” was causing uncertainty among users, making them hesitant to proceed with the purchase due to its committal nature.

Process

To address this, I initiated a series of user testing sessions and analysed quantitative data to understand user behaviour and preferences. Based on the insights gathered, I developed multiple versions of the CTA copy that better reflected the language used by users during testing and their desire for more information before making a commitment.

I organised a content workshop to critique these versions and explore potential alternatives. In collaboration with the Conversion Rate Optimisation (CRO) team, a detailed test plan was created, outlining the different versions of the CTA copy and the criteria for measuring success.

Solution

After rigorous testing, the CTA copy that resonated most with users was selected. This version was less committal and more informative, encouraging users to enter the sales journey by providing clarity on what to expect next.

Result

The new CTA copy significantly improved user engagement, resulting in a 6% increase in product conversion. This uplift not only translated into several millions in additional revenue for The AA but also demonstrated a better understanding of user needs, as evidenced by the reduced selection of other CTAs on the page.

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