Why has Ethos (Insurance Brokers)'s online quote conversion rate for whole life insurance dropped from 8% to 5% since the website redesign last month?

Introduction

Ethos's online quote conversion rate for whole life insurance has dropped from 8% to 5% since the website redesign last month. This significant decrease in conversion rate is concerning and requires immediate attention. I'll approach this issue systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the redesign might be directly related. Has the drop in conversion rate been consistent since the redesign launch?

Why it matters: Helps establish a clear timeline and correlation. Expected answer: Yes, the drop has been consistent. Impact on approach: If consistent, focus on redesign elements; if fluctuating, consider other factors.

• Considering user segments, I'm wondering if the impact is uniform. Have you noticed any differences in conversion rates across different user demographics or insurance product types?

Why it matters: Identifies if the issue is global or specific to certain segments. Expected answer: The drop is more pronounced in older age groups. Impact on approach: Target analysis and solutions to most affected segments.

• Thinking about the user journey, I'm curious about any changes in drop-off points. Has there been a shift in where users are abandoning the quote process compared to before the redesign?

Why it matters: Pinpoints specific problematic areas in the new design. Expected answer: Yes, more users are leaving at the personal information input stage. Impact on approach: Focus on optimizing that specific step in the process.

• Considering potential technical issues, I'm wondering about site performance. Have there been any changes in page load times or error rates since the redesign?

Why it matters: Rules out technical factors affecting user experience. Expected answer: No significant changes in site performance metrics. Impact on approach: If performance has degraded, prioritize technical optimizations.