Improving travel insurance conversions
and setting a 3-year record by surfacing
a hidden upsell
Breaking a 3-year record with a hidden travel insurance upsell
Improving travel insurance conversions
and setting a 3-year record by surfacing
a hidden upsell
Improving travel insurance conversions
and setting a 3-year record by surfacing
a hidden upsell
Breaking a 3-year record with a hidden travel insurance upsell
Episode 1: The one where my onboarding turned into real work
Episode 1: The one where my onboarding turned into real work
Episode 1: The one where my onboarding turned into real work
Episode 1: The one with my onboarding
A few weeks into my new role, I jumped into the task of promoting annual multi-trip insurance (AMT)
A few weeks into my new role, I jumped into the task of promoting annual multi-trip insurance (AMT)
Faced with tight timelines, clashing opinions, and a fragmented design system, I worked with the PM to turn a vague request into clear solutions that boosted conversions and broke a 3-year AMT sales record.
All data adjusted for NDA and shown
to illustrate overall direction only
All data adjusted for NDA and shown to illustrate overall direction only
Timeline
3 weeks, August 2024
Team
1 designer, 1 product manager
Scope
Design, prototyping, A/B testing, stakeholders management
Design, prototyping, A/B testing,
stakeholders management
Goal
Push single trip to annual multi-trip insurance
0.0%
increase in multi-trip share, delivering the strongest result in 3 years
0.0%
uplift in total travel insurance conversions, improving performance across the funnel
0 award
Experimentation Award — Finance and Insurance Campaign of the Year
0.0%
uplift in multi-trip sales, highest recorded in 3 years
0.0%
uplift in total travel insurance conversions
0 award
Finance and Insurance Campaign of the Year
0.0%
increase in multi-trip share, delivering the strongest result in 3 years
0.0%
uplift in total travel insurance conversions
0 award
Experimentation Award — Finance and Insurance Campaign of the Year
0.0%
increase in multi-trip share, delivering the strongest result in 3 years
0.0%
uplift in total travel insurance conversions, improving performance across the funnel
0 award
Experimentation Award — Finance and Insurance Campaign of the Year
Episode 2: The one with the data
Episode 2: The one with the data
Episode 2: The one with the data
Episode 2: The one with the data
Customers overlook multi-trip cover
and opt for single cover instead
Customers overlook multi-trip cover and opt for
single cover instead
Customers overlook multi-trip cover and opt for single cover instead
Lack of easy comparison and duplicated content led customers to abandon the flow before discovering AMT. I also reviewed the funnel to identify drop-offs, moments of disengagement, and missed opportunities to upsell.
Before
Before
Before
Before
Before
Before
Hypothesis
Hypothesis
Hypothesis
Hypothesis
By surfacing the annual multi-trip offer earlier in the journey, customers are more likely to choose AMT, increasing its share from 18 to 22%
By surfacing the annual multi-trip offer earlier in the journey, customers are more likely to choose AMT, increasing its share from 18 to 22%
By surfacing the annual multi-trip offer earlier in the journey, customers are more likely to choose AMT, increasing its share from 18 to 22%
Episode 3: The one where everyone finds out
Episode 3: The one where everyone finds out
Episode 3: The one where everyone finds out
Episode 3: The one where everyone finds out
Prototyping ideas helped shift
the debate from opinions to impact
among stakeholders
Prototyping ideas helped shift the debate from opinions to impactamong stakeholders
Prototyping ideas helped shift
the debate from opinions to impact among stakeholders
Limited time and resources made stakeholder alignment critical, especially as new requests and opinions kept surfacing. I prototyped solutions and worked with the PM to steer focus away from low-value sales tests.
Pop-up after cover selection
Provides space to present AMT value clearly
Forces visibility - hard to miss
Interrupts flow and may reduce trust
Adds friction, especially on mobile
Doesn’t address the main drop-off point and adds another step
Ideation
Pop-up after cover selection
Provides space to present AMT value clearly
Forces visibility - hard to miss
Interrupts flow and may reduce trust
Adds friction, especially on mobile
Doesn’t address the main drop-off point and adds another step
Ideation
Ideation
1
2
3
4
5
1
2
3
4
5
Episode 4: The one with the results
We tested the toggle idea for three reasons and…
It worked. For the next phase, we planned an additional banner with toggle on the ‘Additional Cover’ page, giving customers a second chance to upgrade if they skipped AMT.
Episode 4: The one with the results
We tested the toggle idea for three reasons and…
It worked. For the next phase, we planned an additional banner with toggle on the ‘Additional Cover’ page, giving customers a second chance to upgrade if they skipped AMT.
Episode 4: The one with the results
We tested the toggle idea for three reasons and…
It worked. For the next phase, we planned an additional banner with toggle on the ‘Additional Cover’ page, giving customers a second chance to upgrade if they skipped AMT.
Episode 4: The one with the results
We tested the toggle idea for three reasons and…
It worked. For the next phase, we planned an additional banner with toggle on the ‘Additional Cover’ page, giving customers a second chance to upgrade if they skipped AMT.
Drop-off. It tackles the biggest drop off point (60%)
Drop-off
It tackles the biggest drop off point (60%)
Visibility. It surfaces AMT earlier, next to Single Trip
Visibility. It surfaces Annual Multi-trip earlier, next to Single Trip
Visibility
It surfaces AMT earlier, next to Single Trip
Mobile-first. Cuts down scrolling for mobile traffic (70%)
Mobile-first
Cuts down scrolling for mobile traffic (70%)
Ideation
Ideation
Before
Before
Before
After
After
After
Before
Before
After
After
Improved visibility
of annual multi-trip offer and made it easier to compare, giving customers confidence to upgrade (+2.1% CVR increase)
Defined roadmap
and stakeholder alignment across design, product, and marketing teams for future testing experiments (3 test phases)
Increased revenue
by driving AMT engagement at the quote stage, unlocking conversion uplift and record-breaking growth (+12.5% AMT share)
Improved visibility
of annual multi-trip offer and made it easier to compare, giving customers confidence to upgrade (+2.1% CVR increase)
Defined roadmap
and stakeholder alignment across design, product, and marketing teams for future testing experiments (3 test phases)
Increased revenue
by driving AMT engagement at the quote stage, unlocking conversion uplift and record-breaking growth (+12.5% AMT share)
Improved visibility
of annual multi-trip offer and made it easier to compare, giving customers confidence to upgrade (+2.1% CVR increase)
Defined roadmap
and stakeholder alignment across design, product, and marketing teams for future testing experiments (3 test phases)
Increased revenue
by driving AMT engagement at the quote stage, unlocking conversion uplift and record-breaking growth (+12.5% AMT share)
Improved visibility
of annual multi-trip offer and made it easier to compare, giving customers confidence to upgrade (+2.1% CVR increase)
Defined roadmap
and stakeholder alignment across design, product, and marketing teams for future testing experiments (3 test phases)
Increased revenue
by driving AMT engagement at the quote stage, unlocking conversion uplift and record-breaking growth (+12.5% AMT share)