Case Study: Direct Line Group quantifies customer journey losses and boosts conversions with Fospha

Direct line Group - Customer Case Study

Direct Line Group, a leading UK insurance company, needed to monitor end-to-end customer journeys across multiple brands and channels, identify where and why customers were dropping out, and — crucially — quantify the cost of those losses. To address this, they engaged Fospha, using Fospha’s Customer Data Platform together with its forms-and-funnels solution to stitch siloed data and track journeys from arrival to quote to purchase.

Fospha implemented a stitched customer view, tracked the integrated journey with forms and funnels, and deployed easy-to-use dashboards for analysis and sharing. As a result Direct Line Group can now quantify the economics of dropouts and drill into granular causes — for example, a 5% online conversion drop traced to a faulty address lookup on iPad and a 7% drop traced to a WorldPay issue on Apple devices — enabling faster fixes and improved conversion performance.

Direct Line Group

Omar Khan

Digital Performance Analyst