Case Study: AAA Club Alliance achieves 30% lift in organic conversions and 39% revenue growth with UserTesting

How AAA Club Alliance mitigates risk while growing its business in today's economy

AAA Club Alliance, the regional arm of AAA serving members across 13 states, faced a common digital challenge: communicating the broad value of membership while managing competing business priorities and siloed teams. Despite abundant quantitative data, the team didn’t understand why user behavior occurred, and funnel-optimization efforts weren’t improving conversions; users were overwhelmed by a cluttered homepage.

After a leadership shift, an agile UX team used UserTesting’s highlight reels and rapid iterative tests to surface qualitative insights, prioritize content, and simplify the homepage (reducing content by ~90%). A 50/50 A/B test of the new design drove a 30% lift in organic conversions, a 55% increase in top-tier (Premier) memberships, and a 39% lift in total revenue (with an 85% conversion spike around Memorial Day), while shifting the organization to rely more on user research to reduce risk.

AAA Club Alliance

James Lane

UX Manager