--- title: "Iterative Experimentation Outperforms the Traditional Website Redesign - Cro Metrics" url: "https://crometrics.com/case-studies/iterative-experimentation-metromile/" image: "https://crometrics.com/wp-content/uploads/2025/11/crometrics-og.png" --- ![Metromile](https://crometrics.com/wp-content/uploads/2025/10/Metromile.svg) # Iterative Experimentation Outperforms the Traditional Website Redesign CLIENT Metromile SERVICE Digital Journey & CRO, Integrated Marketing INDUSTRY FinTech -17% Acquisition cost 28x Return on investment ![Metromile Pay-Per-Mile Car Insurance Brand Illustration](https://crometrics.com/wp-content/uploads/2025/10/metromilemiain2.png "Metromile Pay-Per-Mile Car Insurance Brand Illustration") ## Background ## Background ## Metromile is the leading pay-per-mile car insurance company in the U.S., and one of the first innovators in disrupting the $280 billion personal auto insurance industry. As with most innovations, market education is crucial to adoption. Having already established a robust channel experimentation program, Metromile was no stranger to testing. However, the ad hoc website testing wasn’t achieving the results they needed, so Metromile turned to Cro Metrics for help. ## Challenge ## Challenge ## High Acquisition Costs, Low Conversions When they came to us, they considered a website redesign with hopes of lowering Customer Acquisition Costs (CAC) and increasing conversion rates. ## Solution ## Solution ## Skip the Redesign, Run High-impact Tests Once we successfully lowering CAC and increasing conversions on Metromile campaign landing pages, we zeroed in on the most impactful experiments and applied these learnings by developing a series of tests to reduce friction in the primary quote funnel. Early success led to a series of iterative tests, leveraging insights based on positive customer response. ## Results ## Results ## Cost Savings, -17% CAC, & 28x ROI Not only did Metromile abandon its idea of a redesign, but saved a 7-figure investment in the initiative. Cro Metrics effectively redesigned the website through iterative testing, leading to a 17% reduction in CAC and 28X ROI for the program. ## Read more case studies ![Nonprofit Unlocks 60% More Donations From Donor Journey Analysis Insights](https://crometrics.com/wp-content/uploads/2024/09/NonprofitDJA1.png) +60% *revenue from homepage CTAs* ## [ Nonprofit Unlocks 60% More Donations From Donor Journey Analysis Insights ](https://crometrics.com/case-studies/nonprofit-unlocks-60-more-donations-from-donor-journey-analysis-insights/) ![Website Redesign Experimentation Drives Significant Results for Sierra Club](https://crometrics.com/wp-content/uploads/2025/10/SierraClubComp3.png) +40% *Monthly Donations* ## [ Website Redesign Experimentation Drives Significant Results for Sierra Club ](https://crometrics.com/case-studies/sierra-club-website-redesign/) ![Unified Data Uncovers Opportunities for Experiment-Led Growth](https://crometrics.com/wp-content/uploads/2025/10/YamiComp2.png) ## [ Unified Data Uncovers Opportunities for Experiment-Led Growth ](https://crometrics.com/case-studies/yami/) ![Understanding Customers Across A Non-Traditional Funnel](https://crometrics.com/wp-content/uploads/2025/10/WOWComp.png) ## [ Understanding Customers Across A Non-Traditional Funnel ](https://crometrics.com/case-studies/wow-analytics/) ![Turning Clicks into Trips by Reducing Friction for High-Intent Users](https://crometrics.com/wp-content/uploads/2025/10/HyattComp.png) +2.5% *Conversion rate* ## [ Turning Clicks into Trips by Reducing Friction for High-Intent Users ](https://crometrics.com/case-studies/turning-clicks-into-trips-by-reducing-friction-for-high-intent-users/) ![Simple E-Newsletter Updates Boost Click-Through Rates](https://crometrics.com/wp-content/uploads/2025/10/TFA1.png) +30% *click-through rate* ## [ Simple E-Newsletter Updates Boost Click-Through Rates ](https://crometrics.com/case-studies/teach-for-america/) ![Boosting Revenue and Long-Term Success for Home Chef](https://crometrics.com/wp-content/uploads/2025/10/FeaturedImageHomechef.png) +2.4K *APP DOWNLOADS* ## [ Boosting Revenue and Long-Term Success for Home Chef ](https://crometrics.com/case-studies/home-chef/) ![Dynamic Personalized Experiences Transform Users into Advocates for Calendly](https://crometrics.com/wp-content/uploads/2025/10/FeaturedImageCalendly.png) +2.6% *Product Visits* ## [ Dynamic Personalized Experiences Transform Users into Advocates for Calendly ](https://crometrics.com/case-studies/personalized-experiences-calendly/) ## Ready To Amplify Your Growth? Schedule a 30-Minute Strategy Consultation. ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://crometrics.com/case-studies/iterative-experimentation-metromile/", "url": "https://crometrics.com/case-studies/iterative-experimentation-metromile/", "name": "Iterative Experimentation Outperforms the Traditional Website Redesign - Cro Metrics", "isPartOf": { "@id": "https://crometrics.com/#website" }, "primaryImageOfPage": { "@id": "https://crometrics.com/case-studies/iterative-experimentation-metromile/#primaryimage" }, "image": { "@id": "https://crometrics.com/case-studies/iterative-experimentation-metromile/#primaryimage" }, "thumbnailUrl": "https://crometrics.com/wp-content/uploads/2025/10/Metromile-Featured-Image-scaled_converted.avif", "datePublished": "2025-10-23T00:49:45+00:00", "dateModified": "2026-01-19T09:50:42+00:00", "breadcrumb": { "@id": "https://crometrics.com/case-studies/iterative-experimentation-metromile/#breadcrumb" }, "inLanguage": "en-US", "potentialAction": [ { "@type": "ReadAction", "target": [ "https://crometrics.com/case-studies/iterative-experimentation-metromile/" ] } ] }, { "@type": "ImageObject", "inLanguage": "en-US", "@id": "https://crometrics.com/case-studies/iterative-experimentation-metromile/#primaryimage", "url": "https://crometrics.com/wp-content/uploads/2025/10/Metromile-Featured-Image-scaled_converted.avif", "contentUrl": "https://crometrics.com/wp-content/uploads/2025/10/Metromile-Featured-Image-scaled_converted.avif", "width": 2560, "height": 1440, "caption": "Metromile Featured Image Scaled Converted" }, { "@type": "BreadcrumbList", "@id": "https://crometrics.com/case-studies/iterative-experimentation-metromile/#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://crometrics.com/" }, { "@type": "ListItem", "position": 2, "name": "Case Studies", "item": "https://crometrics.com/case-studies/" }, { "@type": "ListItem", "position": 3, "name": "Iterative Experimentation Outperforms the Traditional Website Redesign" } ] }, { "@type": "WebSite", "@id": "https://crometrics.com/#website", "url": "https://crometrics.com/", "name": "Cro Metrics", "description": "We help companies grow through data-driven experimentation.", "publisher": { "@id": "https://crometrics.com/#organization" }, "potentialAction": [ { "@type": "SearchAction", "target": { "@type": "EntryPoint", "urlTemplate": "https://crometrics.com/?s={search_term_string}" }, "query-input": { "@type": "PropertyValueSpecification", "valueRequired": true, "valueName": "search_term_string" } } ], "inLanguage": "en-US" }, { "@type": "Organization", "@id": "https://crometrics.com/#organization", "name": "Cro Metrics", "url": "https://crometrics.com/", "logo": { "@type": "ImageObject", "inLanguage": "en-US", "@id": "https://crometrics.com/#/schema/logo/image/", "url": "https://crometrics.com/wp-content/uploads/2025/11/crometrics-og.png", "contentUrl": "https://crometrics.com/wp-content/uploads/2025/11/crometrics-og.png", "width": 1200, "height": 630, "caption": "Cro Metrics" }, "image": { "@id": "https://crometrics.com/#/schema/logo/image/" }, "sameAs": [ "https://www.facebook.com/CroMetrics/", "https://x.com/crometrics", "https://www.instagram.com/crometrics/", "https://www.linkedin.com/company/crometrics/" ] } ] } ```