Positive Results And Lessons Learned
Just as hypothesized, the simpler forms and conversational tone worked. After streamlining the format on the insurance quote page, Metromile experienced a 12% increase in customer conversions. On a second test on the homepage form, the team saw an 8% increase in conversions by asking a few questions at a time instead of all at once.
But numbers don’t tell the entire story. By analyzing site visitor behavior, Metromile’s team was able to to develop a testing roadmap that influenced future results in positive, impactful ways.
Metromile’s inbound marketing now works harder than ever. Experimentation has allowed the company to immediately lower its customer acquisition costs. By driving a lower cost per acquisition, the company can allocate more resources to exploring new acquisition channels and testing bigger bets.
The best results, they’ve learned, come from conducting more experiments and iterating quickly based on the results, rather than attempting to perfect every experiment before it launches. That’s the kind of insight that can only come from trial and error.
“I think this paints a great story. An important part of our journey was learning from our negative tests, which helped us understand what things do and don't work.” — Conor Coughlan