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Transforming AFI’s Product Landing Pages

Strategic Redesign Improved User Engagement and Boosted Quote Initiations for Armed Forces Insurance

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:
    • Replaced minimal content and a downloadable PDF with detailed, on-page information about AFI insurance policies.
    • Added a section to retain visitors who might not qualify for AFI insurance by offering them alternative policy options.
    • Increased the number of Call-to-Action (CTA) sections to ensure easy access to the quote process.
    • Introduced a "Related Articles" section to provide users with additional valuable content.
  • Engagement Enhancements:
    • Developed an engaging hero section featuring a video about AFI insurance products to captivate visitors from the start.
  • Design Consistency:
    • Utilized existing AFI design patterns to ensure the new pages blended seamlessly with the rest of the site.

Results:

  • Achieved a substantial increase in organic traffic to the redesigned landing pages.
  • Observed a significant rise in the number of users initiating quotes.
  • Received positive feedback from my manager, who was very pleased with the improvements.

Key Metrics:

  • Increased organic traffic.
  • Higher conversion rates for quote initiations.

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