Clarifying the insurance journey for John Lewis customers
The insurance proposition was sold alongside a range of different product types, which left customers unsure what each policy covered and how to compare their options. This created confusion and reduced confidence during the purchase journey.
THE CHALLENGE
Simplify the flow
Increase engagement
Clarify the proposition
Ensure compliance
Discovery
25% of visitors navigated directly to My Account, indicating uncertainty about flow
13% attempted to renew instead of buying for the first time
Customers felt confusion around which type of cover would be best for their purchase
Only 4% engaged with benefits, suggesting low visibility and perceived value
Limited clarity about the John Lewis and D&G partnership reduced confidence
Defining a clear and compliant proposition
Each product category was refined so customers could quickly identify relevant cover and understand key benefits
Optimising product detail pages to drive conversion
The product details page was restructured to make benefits and features more prominent, clear and easier to compare.
Checkout
A focused three-step checkout improved purchase completion and maintained compliance through explicit terms and conditions confirmation
Transformed a confusing insurance journey into a clear, high converting experience
Resolved 25% user misnavigation and eliminated incorrect renewal attempts
Increased benefits engagement through clearer communication and higher prominence
8% fewer drop-offs at checkout
Eleanor Broderick