Case Study: Admiral achieves faster experimentation and growth with Optimizely

How Admiral's strategic approach and switch from Oracle Maxymiser increased internal efficiency, testing velocity and conversion rate optimisation

Admiral, a leading UK insurance provider, wanted a better experimentation platform after years with Oracle Maxymiser and a delayed evaluation process caused by the pandemic and an internal team merger. Working with Optimizely, the company adopted Optimizely’s full experimentation suite, including Web Experimentation and Feature Experimentation, to improve conversion rate optimisation across its quote engine, “My Account,” and customer retention journeys.

Optimizely provided hands-on onboarding, training, and Rapid Experimentation support, helping Admiral launch tests faster and streamline processes. The result was a major increase in experimentation velocity: tests launched rose 126% from 2020 to 2021 and another 53% from 2021 to 2022, with quicker time to launch and stronger ROI from more winning tests.

Admiral

Ben Williams

Optimisation Manager