Car insurance calculator on a website
Insurance company, top 5 in the country
Testing of the car insurance calculator in three typical usage scenarios.
CUSTOMER CHALLENGES:
Usability problems suspected: the traffic was good while the conversion rate was lower than expected. Results from the expert review did not bring the expected results.
Research participants:
- 80 participants
- Car owners; non-clients
- Equally divided iOS and Android users
identified Issues
- Inappropriate UI for choosing a car model;
- Users are unable to figure how to fill some form fields which produces user errors which in turn force the calculator to crash;
- Unclear pricing logic;
- Persistence problems, as the site does not save user input. Returning users (even after a brief interruption) had to fill all forms again.
- The interface has been changed;
- Naming and labels of the fields have been improved, additional tips and suggestions were added to some of the form fields.
Results:
+18.3%
Conversion Rate
