Europ Assistance CRO A/B testing

Three winning A/B tests across the whole funnel

From homepage to checkout: three CRO experiments for travel insurer Europ Assistance. Each time a sharp hypothesis, an A/B test and a measurable lift in conversion.

Together 3 out of 3 winning tests

Client: Europ Assistance
Sector: Insurance
Role: CRO & A/B testing
Scope: 3 experiments

The challenge

Growing without guessing

Europ Assistance sells travel and assistance insurance online. Every visitor who drops off on the homepage, the product page or in the checkout is revenue that evaporates. The question was not whether there was room for growth, but where exactly, and how you know for sure.

The answer: test instead of assume. We tackled the three crucial steps in the funnel, each with its own A/B test.

The approach

Conversion optimization, done scientifically

Hypothesis

Every experiment starts with a well-founded hypothesis, not a gut feeling.

A/B test

We isolate one variable per test, so we know for sure what makes the difference.

Significance

We only call a test a winner at 75% certainty or more.

Implementation

Does a variant win? Then we advise rolling it out on the right devices.

The experiments

Three tests, three wins

Homepage Variable: Clarity

01. Show the full offer right away

Hypothesis

By showing all products directly below the main insurance plans, it becomes clearer what Europ Assistance offers and visitors find the right product faster.

The change

We showed all other products right below the three main insurance plans, instead of hiding them behind a “View other products” button.

+8%

conversion per user on desktop

81%

probability of +€95,900 extra revenue per year (desktop)

Insight. Visitors who see the full offer right away find the product that fits faster. Especially on desktop, where there is room to show everything.

Product page Variable: Clarity & focus

02. Fold the details away behind a link

Hypothesis

By putting the detailed coverage behind a link, we give visitors the choice to view the details without overloading the page.

The change

We replaced the always-visible detail block “benefits of this insurance in detail” with a text link “View all coverage” that opens a pop-up.

+11%

conversion per user (16.5% to 18.4%)

91%

probability of +€131,400 extra revenue per year

Insight. Less is more. By folding away the details we reduced distraction and gave visitors control: whoever needs it clicks, whoever does not, does not have to.

Checkout Variable: Friction

03. One phone field fewer

Hypothesis

By reducing two phone fields to one, we lower the friction in the checkout, and therefore the drop-off.

The change

We removed the optional “Phone (optional)” field from the checkout, leaving just one phone field.

+5%

conversion per user, +4% revenue per user

89%

probability of +€181,500 extra revenue per year

Insight. Every field removed is a win. People do not like filling in long forms, so one field fewer makes the checkout measurably smoother.

Together they add up to a projected extra annual revenue of more than €400,000, each with at least 75% certainty. These are A/B-test projections: the expected impact per year if all other factors stay the same.

The common thread

The same principle, three times

The three winning tests share one lesson: remove whatever gets in the way of the choice. Show what visitors need, fold away the rest and cut every step that adds nothing.

Show the right things

The full offer visible right away, so visitors choose quickly.

Give control

Folding away details reduces distraction and leaves the choice to the visitor.

Reduce friction

Every field or obstacle removed makes the step to conversion smaller.

Stop leaving conversions on the table

We track down the leaks in your funnel and prove with A/B tests what really works. Contact Tanguy.