Iterative Experimentation Outperforms the Traditional Website Redesign

CLIENT

Metromile

SERVICE

Digital Journey & CRO, Integrated Marketing

INDUSTRY

FinTech

-17% Acquisition cost

28x Return on investment

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

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

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

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.