Case Study: Reassured achieves 31.23% higher form completion with VWO

Reassured improves form completion rate by testing a multistep quotation form

Reassured, a UK-based life insurance broker, wanted to improve the user experience of its “compare life insurance quotation” form and get more visitors to complete the journey. The CRO team used VWO for experimentation to identify a better way to present the form without overwhelming users.

Using VWO, Reassured tested a multi-step quotation form with a progress bar instead of a long single-page form. The variation increased form completion by 31.23% based on visits to the thank-you page, with desktop users showing particularly strong improvement.

Reassured

Fred Ishola

CRO Manager