How we boosted website conversions by 33%
Their website serves as the primary platform for acquiring essential insurance products, including public liability and professional indemnity.
It was clear that the previous iteration of the imar website had hit its ceiling. Whilst it was performing adequately, it lacked the scalability and flexibility needed to keep pace with evolving user expectations and business goals.
Leveraging our signature tech stack – a Next.js frontend with a custom headless WordPress backend – we set out to build a website that could support a seamless user experience, high performance, and future scalability.
To meet these requirements, the team elected to focus on three key areas during the duration of the project:
- Human-centred design philosophies
- Reducing cognitive load through a minimal design aesthetic that resonates with the target audience
- On-page performance i.e fast page loading
We undertook a comprehensive user experience design phase which included information architecture design, data analysis, user journey mapping, page modelling, wireframing and prototyping.
It was determined during the research stage that the target market, tradies, predominately used mobile devices (65%) when looking for insurance products. With this in mind, the UI design was optimised for mobile first.
To accomplish this, we crafted a minimalistic style that minimised cognitive load while ensuring the brand was communicated clearly on smaller screens. These design decisions led directly to an uplift in the website's engagement rate
Results
Core Web Vitals
- Social validation modules, such as testimonials, proved effective in increasing conversion rates on pages where they appeared earlier on the page.
- Minimal imagery improved the on-page performance, helping to drastically reduce page load speeds.
- Adopting a mobile-first approached forced us to consider the true purpose of page content. These constraints allowed us to better prioritise content and call to actions which improved the overall user experience.
- Leveraging headless technology allowed us to render the website in a mostly static format, which equated to blazingly fast load times.
