RAC

372% uplift in revenues from a 35% conversion boost

“I highly recommend Convincely. The results are the proof. Now, our members have a better website experience, which helps to convert them at a higher rate and select a correct level of cover that’s right for them. We’ve improved our revenues so significantly compared to the old tool”

Download case study
Emma Grey Marketing Manager, RAC

Needs analysis questionnaire optimization

Focus
One question at a time so that customer needs to consider one action.
1
USPs
Consistently reiterate the brand's key selling points on every screen. (Conversion Library™)
2
Avatars
Provide an immersive experience for the customer to feel represented in the journey. (Conversion Library™)
3
Optimizer side panel
Visually represents the customer's progression to a solution, not just the journey itself, and provides transparency on what lies ahead in the questionnaire. (Conversion Library™)
4
Dynamic content panel
Contextual information to each question is displayed to help the customer understand the product and company. (Conversion Library™)
5
Results: 35% uplift in conversions
Copy
Optimized copy to be easier to understand and answer.
1
Card button
Added optimized buttons that help explain the options to customers to inform them about the service and products. (Conversion Library™)
2
Avatar
Improves branding and trust by showing the human element behind the brand and using an image from the landing page to provide consistency in imagery. (Conversion Library™)
3
Dynamic content panel
Contextual information to each question is displayed to help the customer understand the product and company. (Conversion Library™)
4
Results: 35% uplift in conversions

Product recommendation optimization

Trust avatar
Using the face of a service mechanic helps increase trust that the recommendation is coming from a professional, not a product matrix.
1
Dynamic copy
Using the customer’s answers, we can inform them how this product would suit their needs and why.
2
Hierarchy
Highlight the great pricing and discount.
3
Results: 50% uplift in conversions
Requirements summary
Summarizes the customer’s needs to show how the recommendation meets them (Conversion Library™)
1
Heirachy
Prioritize pricing and primary call-to-action with essential benefits presented as dot points for better legibility and reduce the secondary call-to-action size.
2
Call out lozenge
Highlight the main feature of this product important to this segment.
3
USPs
Iterate unique selling points at this high friction interaction.
4
Results: 50% uplift in conversions

Product comparison optimization

Friction points
Removed the original dropdown method of capturing the customer's location to make it visually interesting while allowing them to take action with one click. (Conversion Library™)
1
Results: Low cart checkout value, customers disapointed when they used the service as cover level was not appropriate
Dynamic title
Display contextual title based on customer’s inputs.
1
Recommendation tag
Bring attention to product recommendations (Conversion Library™)
2
Requirements summary
Remind the customer of their needs and show that the recommendation meets them. (Conversion Library™)
3
Dynamic Comparison Cards
Call out specific benefits and features in the cards so the customer can see which one suits them the best. (Conversion Library™)
4
Results: Increased cart checkout value as customers could quickly and easily compare products, and select the appropriate cover.
Optimization
Removed brand image banner as it was difficult to read the title.
1
Card optimization
Improved visibility of recommended product (Conversion Library™)
2
Card optimization
Improved hierarchy of card information to prioritize price and have main call-to-action visible above the fold (Conversion Library™)
3
Results: An increased journey completion rate as customers were more confident and trusting with the RAC recommendation and lvel of cover selected.