Insurance coverages page with images and previews: +32% to quote pages
Commentary byLiftArchiveOur analysis, not theirsRedesigning an insurer's Coverages page with real images, bullet-point previews, a simpler heading and a 'Why us' section lifted progression to 'Get a Quote' pages by 32.14%.
OuterBox ran this A/B test for a specialized insurance provider that serves agents and brokers, and it was published as a Convert case study. The three changes shipped together.
- Progression from the Coverages page to 'Get a Quote' product pages: +32.14% against the control.
- This measures movement to quote pages, not completed quotes or policies.
- The test ran for about four weeks on 100% of traffic, split 50/50 across all devices.
The change
Icons become image cards with previews, plus a simpler heading and 'Why us' section.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Coverages page represented each insurance product with a small icon and minimal text.
Variant
Each coverage got a real image and bullet points previewing its product page. The heading was cut to 'Coverages' with a short subhead, and a section explaining why to choose the company was added.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Insurance products are complex. Short previews give visitors enough detail to pick the right coverage.
- Real images are quicker to recognise than abstract icons.
- Visitors from search may not know the brand. A value proposition section helps them trust the company, not just the information.
Caveats: This was a bundled change: images and previews, a new heading and a new 'Why us' section were tested together, so no single element gets the credit. The metric is progression to quote pages, not finished quotes.
Who ran it
OuterBox ran this test for an insurance company (OuterBox client A) 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 replace icons on our services page with images and short previews of each option, and add a reason to choose us, then more visitors will move on to the quote step because they can tell which option fits them and trust us to provide it.
- Primary metric
- Click-through from the services overview page to quote or product pages
- Guardrails
- Completed quote requests
- Bounce rate on the overview page
- Page load time
- Who should test it
- Lead-gen businesses in insurance, finance or other complex services with an overview page listing several products. It fits less if the overview page gets little traffic or visitors already arrive knowing which product they want.
Questions
Do insurance websites convert better with more or less content?
In this test, more detail helped when it was organised well.
Image cards with bullet previews lifted progression to quote pages by 32%.
Should a coverages or services page include a 'Why us' section?
It can help visitors who don't know the brand yet.
Here it was tested alongside other changes, so its own effect is unknown.