The Brief

Brightside Insurance is one of the UK’s Top 30 insurance providers. Backed by big household names like Legal & General and Aviva, Brightside are specialists in providing niche insurance, offering a variety of products to their customers. These can be largely grouped into home, motor and business insurance. 

Having identified that a lower-than-expected percentage of their website visitors were purchasing motor insurance add-ons (such as breakdown and window protection) through their online quote journey, Brightside came to us for help. 

We were presented with a clear Brief: increase the average income per-customer for motor add-on products.

Our Approach

Our Team began the process with a Website Audit, used to deep dive into Brightside’s site analytics and help us understand how the website was performing overall. From the data, we quickly identified that there were clear barriers preventing website visitors from purchasing the desired add-on products.

In order to help increase income per customer, we needed to understand why visitors weren’t purchasing these products. 

Once we knew what was hindering users, we could then adapt the site and implement changes that would communicate more clearly to customers the benefits of purchasing the add-ons.

The Work

Once we had completed our audit of the existing website data and usability, we then moved on to a UX Review of the websites of Brightside’s competitors. 

From here, we hosted a UX Workshop with senior-level stakeholders from across the organisation. Those in attendance included members of Brightside’s marketing, product, pricing and operations teams. This allowed us to extract key customer insights and motivations across every department. 

We then reviewed, analysed, and presented back a series of recommendations to improve the website journey. These were particularly focused around humanised, motivational messaging. 

Finally, we worked closely with Brightsides internal development resources to implement and test our recommendations, measuring their effectiveness.

The Results

When Brightside Insurance came to us, we knew our key challenge was to increase their order value per customer. Through our research and subsequent insights, we were quickly able to develop the strategy to achieve this. 

Based on our recommendations alone, we increased average income per customer for add-on sales by over 250%.


in average income per customer for add-on sales

The Reaction

The work completed by Insightful UX identified critical issues within our website, as well as highlighting areas for improvement. The Team are incredibly talented, with a real focus on delivering business objectives.
Mark Edkins
Brightside Insurance
UX designers looking at white board.

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