Improving Drop Off Rates

Initially, users from referral traffic (e.g., MoneySuperMarket) were dropping off because the summary page lacked clear instructions when required details (like phone numbers) were missing. The updated variant improved signposting and provided clear instructions on filling in the missing details. This clarity reduced drop-offs and resulted in a 15% increase in policy completion conversion rates, as users could easily understand what was needed to complete the process.