Helping John Lewis' customers insure their online purchases
CLIENT: JOHN LEWIS PARTNERSHIP + DOMESTIC & GENERAL
The challenge
My objective was to review and user test the existing insurance sales site, reiterate to improve the customer experience, increase conversion rate whilst remaining compliant and enabling customers to easily renew.
Discovery
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Analytics of the previous site showed customers weren't interacting much below the fold
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25% customers were heading straight to My Account - indicating the flow wasn't clear and path to purchase not understood
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13% were looking to renew a policy rather than buy one for the first time
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4% were interacting with the benefits area - low level of engagement/ visibility
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The site lacked an explanation of John Lewis' relationship with Domestic and General as provider of the insurance plans, causing some confusion
Presenting the proposition with clarity and appeal
First iteration improvements:
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Increased prominence, clarity and aesthetic appeal of proposition and benefits
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Clarified insurance provider in header
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Reordered flow and clarification of paths to purchase and renewal
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UI enhancement to reflect refreshed John Lewis brand
Offering choice with transparency
To increase trust and adhere to compliance requirements, it was crucial to ensure inclusions and exclusions were offered in a balanced way.
Optimising product details page to increase conversions
Usability tests informed the approach, ensuring a high level of comprehension of proposition and flow.
Adjusting the flow to aid renewals
The area for renewing customers was moved slightly further down but retained visibility. Returning customers found the page to be uncluttered and easy to follow.
Outcomes
The new approach provides John Lewis' customers with an improved online experience when insuring their purchases. It gives them reassurance and builds trust, and is aligned with the retailers brand.