Case Study: Metromile achieves a 12% conversion lift and lower customer acquisition costs with Optimizely

How Metromile saw a 39% experiment success rate

Metromile, the pay‑per‑mile car insurer, needed to improve online conversions and lower costly customer acquisition after ad hoc website tests failed to move the needle. With internal teams stretched thin, they partnered with Optimizely and CROmetrics to build a strategic experimentation program to optimize site experiences—starting with the hypothesis that long, intimidating forms were hurting conversions.

Using Optimizely X and a Conversational Test Series developed with CROmetrics, Metromile broke long forms into short, conversational questions and iterated quickly on results. The tests produced a 12% lift on the insurance quote page and an 8% lift on the homepage, contributed to a 39% experiment success rate, and drove a 250% increase in experiment velocity—lowering customer acquisition costs and enabling faster, higher‑impact testing.

Metromile

Conor Coughlan

Senior Marketing Manager