Project Overview
The Armed Forces Insurance (AFI) website redesign aimed to convert
more visitors into insurance quotes. My goal was to enhance the
product landing pages to educate users and motivate them to click
the “Get a Quote” button.
Challenges
The primary challenge was to present comprehensive information
without overwhelming the user, while maintaining the site's existing
design patterns.
Approach and Solution:
- Content Strategy:
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Replaced minimal content and a downloadable PDF with detailed,
on-page information about AFI insurance policies.
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Added a section to retain visitors who might not qualify for
AFI insurance by offering them alternative policy options.
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Increased the number of Call-to-Action (CTA) sections to
ensure easy access to the quote process.
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Introduced a "Related Articles" section to provide users with
additional valuable content.
- Engagement Enhancements:
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Developed an engaging hero section featuring a video about AFI
insurance products to captivate visitors from the start.
- Design Consistency:
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Utilized existing AFI design patterns to ensure the new pages
blended seamlessly with the rest of the site.
Results:
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Achieved a substantial increase in organic traffic to the
redesigned landing pages.
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Observed a significant rise in the number of users initiating
quotes.
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Received positive feedback from my manager, who was very pleased
with the improvements.
Key Metrics:
- Increased organic traffic.
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Higher conversion rates for quote initiations.
View online here