A/B testing the Allianz experience
iterative testing and improvements to the car insurance sales funnel
project background
Getting a quote for car insurance can be a lengthy process no matter who you choose as a provider. During my time @Allianz I worked with the quote and buy team to continuously improve the quoting and purchase flow on the AU website. A/B testing was delivered via Adobe target on a legacy CMS, though we were transitioning to a new AEM installation during this period also. Testing criteria was developed in collaboration with key sales stakeholders and website analytics of real users on site. Design variations were provided for approval and then built into the production site. Testing was run for 1-8 weeks, depending on the results needed. The successful experience was then made available to all customers in a future website update.
Client
Allianz
Period
2019-2021
collaboration with many teams
To complete multi-variant testing on the Allianz AU site, many different stakeholders were involved. Initial ideation was completed with input and data from the marketing and sales teams. Designs completed and delivered by myself and supported by the producers in the digital team. Offshore and onshore developers involved in implementing the preferred UX on site.
project complexity
Some A/B testing had significant impact on sales due to the number of changes to the UX. These projects were tested over a longer period of time (8 weeks) and required greater approvals of the business teams involved. JIRA helped this process greatly, as did weekly catch up sessions organised by myself to ensure that everyone was in agreement on the changes.
workflows to improve delivery
In addition to JIRA for general project management, workflows for design, iteration and delivery were all needed. Leveraging the corporate licensing with Adobe creative cloud, prototypes were created from shared library components, links made available for stakeholder approvals and code inspect provided for the development teams. All final assets were then merged back to the libraries and code branches merged.