Case Study: BGL Group (Frontline) achieves 40% higher conversion and £500,000 in online sales with OpenText Optimost

Opentext Optimost Supports £500,000 Increase In Online Sales

Frontline, part of the BGL Group, is a UK insurance provider with more than 80% of sales started or completed online. Facing below‑average conversion rates despite heavy traffic from price comparison sites, the company needed to improve website engagement and lift online income.

Frontline implemented OpenText Optimost to run multivariate and content/design tests (about 30 significant tests a year), introducing data‑driven changes such as targeted overlays and online video chat. The program raised conversion rates by 40%, contributed an estimated £500,000 to a £1M annual revenue increase, grew a key ancillary product’s sales by over 50%, delivered a 5x ROI, and reduced cancellations while improving customer promoter scores.

BGL Group

Simon Moore

Senior Ecommerce Manager