January 2020
In 2019 the Aftersales marketing team had been assigned the task of giving Arnold Clark Insurance Services a new design style, the existing style mainly used photography but we felt illustrations would be more effective. These illustrations were created by our teams graphic designer.
The insurance section of the Arnold Clark site, and the marketing emails being sent to customers were becoming slightly outdated so we used this an opportunity to freshen them up a bit and use our new illustrations. We started with the Car Insurance emails, creating a brand new design and testing many different versions over around 3 months to make sure the new style could work and wasn't going to have an adverse effect on conversion rates.
Next, we moved onto the Insurance Homepage, this is the first page any customer looking for insurance on our site will see and helps users find the insurance product they're looking for. The page recieves high levels of traffic and already performed quite well so I spent a few days working with the teams Digital Marketing Executive looking at Google Analytics and Crazy Egg to find where users were engaging and where they were dropping off. After we were happy with this I moved onto design inspiration, looking mainly at other insurance companies but also any other sites I felt had a similar user journey.
My goal for the new design was to create a page that didn't overwhelm the user with too many options straight away, one of the ways we done this was by splitting the fourteen insurance products into 3 clear categories.
We tested our new design against the original and it significantly improved the conversion rate, while also reducing the pages bounce rate.
