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InsuranceForm friction reduction

Insurance Quote Form

Improves quote-start confidence by clarifying required information and reducing perceived form effort.

Current Experience

Get your quote

Answer a few questions to see coverage options.

This reflects the current user journey before optimization.

Variant A

Clear Eligibility

Low complexity

Make start quote feel safer

Adds reassurance and clarity around the current form friction reduction path.

Key changes
  • Keeps "Start quote" as the primary action
  • Applies Clear Eligibility to the current form friction reduction experience
  • Preserves existing analytics and downstream conversion path
Why this works

Clear Eligibility matches insurance visitors who need a clearer reason to continue before committing.

Segment: Conservative evaluators

Variant B

Friction Reduction

Low complexity

Find the right next step faster

Restructures the experience so visitors can compare options without reading dense content.

Key changes
  • Keeps "Start quote" as the primary action
  • Applies Friction Reduction to the current form friction reduction experience
  • Preserves existing analytics and downstream conversion path
Why this works

Friction Reduction matches insurance visitors who need a clearer reason to continue before committing.

Segment: Balanced researchers

Variant C

Trust Reinforcement

Low complexity

Move from interest to action

Introduces a faster path that keeps the primary action visible and easy to choose.

Key changes
  • Keeps "Start quote" as the primary action
  • Applies Trust Reinforcement to the current form friction reduction experience
  • Preserves existing analytics and downstream conversion path
Why this works

Trust Reinforcement matches insurance visitors who need a clearer reason to continue before committing.

Segment: Action-oriented visitors