Intent-led insurance homepage: +2% product page progression
Commentary byLiftArchiveOur analysis, not theirsRestructuring a private flood insurer's homepage around visitor intent lifted progression to product pages by 2%.
OuterBox ran this test for the client, and it was published as a Convert case study.
The redesign changed the hero, added product cards and added testimonials together, so the result belongs to the whole package.
- Product page progression (all categories): +2%. More visitors moved from the homepage into a product page.
- Get Registered progression: +1.53%. A small gain on the path toward agent appointment pages.
- Agent login clicks in the hero: +5.22%. Returning agents found the login route more easily.
- All three lifts are small, and the case study does not report statistical significance for any of them.
The change
Variant adds a content-led hero, product cards per category and client testimonials
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage tried to serve brokers, agents and new prospects at once. It used stock imagery, had no clear visual hierarchy to tell each group where to go, and showed no testimonials.
Variant
A refreshed hero put content ahead of stock imagery and gave visitors one clear call to action. A new products section added clickable cards for each insurance category, such as residential and commercial flood, and client testimonials were added.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Product cards gave each audience its own clear entry point instead of one crowded page.
- A single, visible hero call to action meant visitors did not have to scroll to find their next step.
- Testimonials may have helped new prospects trust a brand they had not heard of.
- Lifts were modest, likely because the original page already held the right content and the change was mostly about order and clarity.
Caveats: Several changes shipped together (hero, product cards, testimonials), so no single element can take the credit. The test ran about four weeks on a 50/50 split of all traffic, but sample size and significance were not shared.
Who ran it
OuterBox ran this test for a private flood insurance provider (OuterBox client B) and published the results (Convert case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on OuterBox →
How to run this test on your site
- Hypothesis
- If we organize the homepage around each visitor type with clear entry points and add testimonials, then more visitors will move to product and login pages because each group can see where to go.
- Primary metric
- Progression rate from homepage to product pages
- Guardrails
- Quote or appointment form submissions
- Homepage bounce rate
- Agent login success rate
- Who should test it
- Lead-gen businesses whose homepage serves several audiences, such as insurers, lenders or B2B firms with brokers and end customers. It probably matters less if you have one audience and one clear offer.
Questions
How should a homepage handle several audiences?
Give each audience a visible path near the top, such as product cards for buyers and a login link for partners.
Visitors should not need to scroll to find where they belong.
Is progression rate a good metric for a homepage test?
It is useful when the homepage is a routing page rather than where people convert.
Pair it with a downstream metric like quote or form submissions so you know the extra clicks turn into leads.
Do testimonials help on an insurance homepage?
They can, because buyers are trusting a promise rather than a product they can see.
In this test they shipped with other changes, so their own effect is unknown.