Insurance funnel redesign that decreased drop-offs by 50%

The Challenge

A major insurance company came to us with a challange: their new online funnel and landing page for liability insurance weren’t performing as expected. Too many customers were dropping off before getting their quote.

We took a fresh look and redesigned both the funnel and the landing page using principles from behavioral economics, consumer psychology, and UX design – with the goal of boosting conversion rates.

The Approach

The liability insurance market is highly competitive and heavily regulated, which makes it tough to stand out. 

We focused on making the offer feel more relevant and the whole process easier to navigate. That meant helping customers quickly find the information they needed and removing any barriers that could cause frustration or confusion along the way.

The Solution

We redesigned the entire experience — from the copy to the layout. Our goal was to reduce friction and make the process feel smoother and more transparent. Here’s what we changed:

Removing barriers

• Lowering perceived effort: The process felt complicated, even though it wasn’t. We made it feel easier by bringing more structure to the landing page, using clear language, and guiding users more intuitively through the funnel.

• Less information overload: We cut down on unnecessary information and made sure only the most relevant details were shown at each step.

• Removing uncertainties: We explained why certain information was needed — like asking for car photos before providing an insurance quote. This helped reduce drop-offs caused by mistrust or confusion.

Making the content easier to scan & read proof

To improve scannability, we adjusted the layout so people could quickly spot the information they needed. At the same time, we rewrote the copy to make it more human, easier to read, and much clearer. For example: 

Before: 

Insurance premiums are lower for vehicles equipped with specific advanced driver assistance systems, including automatic emergency braking, parking assistance, parking sensors, or a rearview camera.

After implementing these steps, we A/B tested the new email with the old one. And the results? A whopping 167% increase in conversions.

After:
You can get a lower insurance price if your car has any of these safety features:

• Automatic emergency braking
• Parking assistant
• Parking sensors
• Rearview camera

The offer presentation

The offer presentation got a major upgrade too. Instead of using bullet points, we displayed each insurance package in its own box, placed side by side, clearly showing what was included — making comparisons much easier.

Package redesign

On top of that, we made the insurance packages feel more relevant and distinct. The original names—Standard, Standard PLUS, and Advanced—didn’t clearly show the differences between the packages. 

So, we created new names that make it easy to see which package offers more – Base, Standard, and Premium. Each one came with a short explanation of who it’s best for — based on how often customers drive. We also used social proof by highlighting the most popular package.

Finally, we applied the decoy effect. Decoy is an option you don’t really want your customers to buy. Its only job is to make another option look like a much better deal. 

There are two ways to create a decoy:

1. Changing the product: Offer a worse version of the option you want people to choose, but price it almost the same.
2. Changing the price: Offer a very similar option but at a much higher price. This works great when you want customers to pick the middle option: 

Since the Standard package was the most popular and suitable for most customers, we priced Base and Standard close together and set a bigger gap between Standard and Premium. This made the Standard package clearly the best value.

Illustrative mockup of the insurance packages layout created to demonstrate the use of the decoy effect. It doesn’t reflect the actual pricing used by the client.

The Results

The number of unfinished calculations for liability insurance decreased by 50% year-over-year – a strong sign that more customers were engaging with the funnel and moving closer to conversion.