# Insurance coverages page with images and previews: +32% to quote pages

- Outcome: Won
- Page type: Other (Lead-gen)
- Elements: Product cards & quick add, Value proposition, Headline
- Date shared: 2026-03
- Test run by: [OuterBox](https://liftarchive.com/practitioners/outerbox/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/outerbox-insurance/
- Page: https://liftarchive.com/test/outerbox-insurance-coverages-page-previews/

Redesigning 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.

## Result

**+32% to quote pages**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Completed quote requests
- Guardrail: Bounce rate on the overview page
- Guardrail: 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.

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Credit: OuterBox ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/outerbox-insurance-coverages-page-previews/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.