Esurance Increases Shopper CVR by 11% With Social Proof

  • Industry
    Industry
    Insurance
  • Platform
    Platform
    SAP Commerce Cloud
  • Challenge
    Challenge
    Establish trust on-site to increase conversion rates for high-intent buyers.
  • Solution
    Solution
    Add star ratings and testimonials to the sidebar of the last 4 pages of the on-site buyer journey.
  • Results
    Results
    5.5% CVR Increase With Star Ratings, 6 5% CVR Increase With Customer Testimonials, 11.6% Overall CVR Increase With Social Proof.
Innovative and established American insurance company aiming to make insurance simpler.

Company

Founded in 1999, Esurance is an American insurance company that allows customers to purchase plans directly from their site or over the phone.

Esurance is a well-known brand with a great reputation, but reputation isn’t always enough to convince shoppers, especially when they’re comparing different companies online.

Customer testimonials and star ratings improve customer confidence throughout the buying journey, and this test proves the impact of UGC at late stages in the purchase flow.
Paul Eugenio
Paul Eugenio
eCommerce Product Manager
11.6%
Overall CVR Increase
With Social Proof

Challenge

For insurance companies, it’s extra important to ensure that prospective buyers are confident in their decision. After all, insurance is all about safety, and customers need to know that they can trust the company they’re purchasing from.

In order to encourage customers to move from the consideration to purchase stage, Esurance tested how they could leverage social proof to increase conversion rates for high-intent buyers.

Solution

Esurance tested the effects of adding star ratings and testimonials to the sidebar of the last 4 pages consumers see before they purchase an insurance policy.

To measure the impact of social proof on high-intent buyers, Esurance ran an A/B test on 4,000 participants.The test included 4 variations of sidebars shown to customers on the last pages before they make a purchase.

6.5%
CVR Increase With
Customer Testimonials
Advice
When customers are deep in the purchase funnel, they’re looking for reassurance that the company is reputable — and Social proof gives them the confidence they need.
Paul Eugenio
eCommerce Product Manager
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