+15%
Policy completion increase
The Challenge
Users arriving from MoneySuperMarket referral traffic were abandoning at the summary page. Analysis revealed that missing required fields weren’t clearly flagged — users didn’t understand what they needed to complete to proceed.
Our Approach
We redesigned the summary page with improved signposting and explicit instructions for completing required fields. The focus was on clarity, not redesign.
Key changes:
- Clear visual indicators for incomplete required fields
- Explicit instructions replacing vague error states
- Streamlined the path from summary to completion
The Results
- +15% increase in policy completion conversion rates
- A simple UX fix that recovered revenue from traffic they were already paying for
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