How did our data and UX approach boost Hiscox's digital performance?
Hiscox
- Expertise
- UX · ANALYTICS
In figures
15
A/B tests & personalization
51
Optimization recommendations
21
Quick wins
The challenge
How did we enable Hiscox to structure a complete CRO program, from data reliability to continuous experience optimization?
Our response
Improving digital performance by combining analytics and UX audits
The company
Hiscox
Hiscox is an international insurance company founded in 1901, specializing in tailored solutions for businesses, brokers, and individuals. With over a century of expertise, the brand has established itself as a benchmark player, combining service excellence with rigorous risk management.
In a context of accelerated digital transformation, Hiscox has placed user experience at the heart of its strategy, with the ambition of strengthening its digital performance through a data-driven and user-centric approach.
With this in mind, Hiscox's teams called on Welyft to conduct a complete audit of their existing site. By relying on a cross-analysis of quantitative and qualitative data, Welyft identified the most promising optimization levers and formulated concrete A/B test proposals as well as a roadmap prioritized according to impact and feasibility.
The challenge
How did we enable Hiscox to structure a complete CRO program, from data reliability to continuous experience optimization?
In a sector as competitive as insurance, every detail of the user journey can make a difference. But optimizing a journey first requires knowing the foundations on which you're building. Can you trust the data driving decisions? Is the conversion funnel truly understood in terms of its friction points? And how can these findings be turned into concrete, measurable, and prioritized actions over time?
That's why, even before testing and iterating, Hiscox and Welyft made the sanity check a prerequisite. Indeed, without reliable data, neither audits, nor A/B tests, nor steering would have any value. This approach, combining UX audits, analytics, and data reliability, made it possible to establish a solid diagnosis and build a continuous optimization strategy, prioritized and actionable in several key steps
Key challenges
- Optimize the conversion rate, by boosting the performance of the conversion funnel at its three key moments (funnel entry, quote, subscription).
- Optimize data collection, by making data collection and analysis more reliable and comprehensive through a tracking sanity check, a consolidated tagging plan, and tracking dashboards.
- Optimize the user experience, by improving the experience over time through quick wins and a continuous optimization approach.
Our mission
Our approach, step by step
Kick-off & project scoping
Alignment with Hiscox teams to scope business challenges, gather expectations and define the project's perimeter.
Sanity check & run tracking
Central step of the project: ensuring data reliability to guarantee the robustness of upcoming insights, and enrichment of the tagging plan
Analytics & statistical audit
Analysis of website usage, segmented by visitor profiles. Study of the performance of key conversion journeys as well as cross-channel behaviors.
UX Audit
Conducting user tests to gather feedback and define personas. Ergonomic audit of key pages using the Welyft analysis matrix, supplemented by a reach tracking analysis via heatmaps.
Synthesis of recommendations & launch of tests
Cross-analysis synthesis of the audits, identification of targets and their optimization strategy, prioritization of activation levers. Deployment of 15 A/B tests on identified friction points & pain points.
Prioritized optimization roadmap
Delivery of a ready-to-use strategic decision matrix, bringing together 51 prioritized optimization recommendations.
Key learnings
A rigorous audit and experimentation strategy that generates conversions
Reliable data, the foundation of the entire approach
The tracking sanity check, the enrichment of the tagging plan and the implementation of 2 monitoring dashboards helped secure data collection and analysis
Boosted performance thanks to tests that convert
15 A/B tests designed and deployed based on friction points identified during the audits, supported by a roadmap of 51 optimizations prioritized by impact and feasibility.
A better understanding of user behaviors & expectations
Beyond the immediate deliverables, Hiscox now has a strategic decision matrix and an in-depth understanding of its key journeys, enabling it to drive its optimizations over the long term.
“Responsive, proactive, and pragmatic! The essential values for a successful CRO/UX approach, which Welyft applies to every project we carry out with them!”
Arnaud Collet
Digital Marketing Project Manager at Hiscox
