Case Study: Europ Assistance achieves 3.5x more leads with Kameleoon

Europ Assistance generates 3.5 times more leads with an optimized conversion funnel

Europ Assistance, a global insurance and assistance group serving over 300 million people, wanted to increase online purchases by getting more visitors into its conversion funnel. To do this it focused on improving usability of the main “Travel” landing page—measuring entries via the “Purchase” CTA and engagement via the “More information” CTA—and ran an A/B test with 30,000 visitors to validate its ideas.

Variation B showed larger illustrations, shorter copy and four offers placed above the fold to make options clearer and easier to click. The change produced a +250% increase in clicks on the “Purchase” CTA and a +102.4% increase on “More information” clicks, drove more scrolling and engagement, and the redesign was rolled out to the Car, Family & Home and Health sections.

Europ Assistance

Céline Blain

Head of E-Commerce