Sculpt’s recommendations were in two parts;
The first part was to redefine the measurement of success. Given the observations above, Sculpt suggested that Rescue My Car move to a Return on Advertising Spend model (ROAS), rather than a CPA. The ROAS model would recognise the lifetime value of a policy and also any incremental revenue from cross selling other products. Sculpt created an ROAS dashboard for this purpose
The second part of the recommendation was around the UX of the recruitment process. Sculpt’s review of Hotjar recordings had identified two main areas where people were falling out of the recruitment process. The first area was the home page with significant numbers not proceeding to quotation stage, the second area being the quotation engine itself.
To address the home page issue Sculpt designed a new home page for test purposes. This home page design was simpler and clearer than the original , with the very first request being for a customer car registration number. Completing this action meant a quotation could be immediately provided within the homepage,
The test was an immediate success with a significant increase in numbers proceeding to the quotation stage.