A brief insight into the new PPC designs for Compare the Market’s product landing pages.
CLIENT: compare the market
ROLE: ux / ui designer
Compare the Market was using the same landing page layout for most of it’s insurance products - regardless of where the customer came from. To keep up with it’s competitors, Compare the Market decided a PPC specific landing page for each of their products was required to help a customer arriving from a search to quote and improve conversion.
I was the lead UX designer for this project, designing a new simplified template that had to be on brand, contain four different returner states, and be rolled out to over ten different products. I firstly created several designs for the Car Insurance landing page, one of Compare the Market’s most used products, which we A/B/C tested, so we could have a clear steer on what design had the better conversion. My tasks included competitor analysis, concepts, prototyping and high fidelity designs for mobile, tablet and desktop. Read more about the design process, constraints, learnings and impact of this project on my Medium blog here.
As of September 2019 the new motor insurance PPC landing page has resulted in a 2.7% higher volume of traffic in start to end quotes and an overall higher conversion rate (this equates to a £22,313 profit). However, this has not been the case with the home insurance design and some of the other products. After running this design as an A/B test for a month on home, we noticed a big drop in Account sign in. This may not sound like it’s detrimental, but we know from previous insight that users are much more likely to convert if they come from my account.
Learnings & Iterations
On reflection due to the large drop off on account sign ins on the home insurance ppc design, some tweaks need to be made to the design and retested to encourage users to go to their account. The “sign in” to account is currently a text link, and would likely be much more effective as a large call to action. We will soon see if something as simple as changing a text link to a CTA will make a difference!
Stay tuned for the design updates in the coming weeks.