Challenge

The insurer's website had evolved over time into a complex digital property with numerous user paths and unstructured content. Because the business model relies on high-quality lead generation rather than direct e-commerce sales, traditional performance metrics alone were insufficient. A deep understanding of the on-site journey - how users moved and where they struggled - was critical to improving lead quality and guiding visitors toward a sales conversation.

Goals

• Uncovering and simplifying complexity The central aim of the project was to understand the structural complexity of the insurer’s website, and simplify it. The client wanted to uncover how this complexity affected user flow and make the overall experience more intuitive, especially on high-traffic entry points like the homepage.
• Understanding the real user journey The client wanted to see how users actually navigated the website, not how they had assumed it worked. It was unclear which paths led to conversion and which caused drop-offs. Mapping those behaviors was the first step toward creating a more intuitive experience.
• Supporting individual customers This initiative focused on users exploring insurance as private individuals. The goal was to guide them more effectively toward relevant product pages and make the path from homepage to offering as simple and clear as possible, even within a complex site architecture.
• Improving lead quality Because the site’s primary role was to generate leads rather than drive direct sales, improving the quality of form submissions was key. The client aimed to increase interaction with CTAs, like “Buy Policy” and “Request a Call”, but only if those interactions came from users genuinely interested in a conversation.
• Building internal analytics capability The team saw this project not only as a chance to improve the current site but also to build future readiness. They wanted to develop their ability to analyse user behavior through exploratory methods, using both qualitative and quantitative signals to support ongoing optimization and decision-making.

Our approach

Changes were supported by a comprehensive analytical report followed by cyclical consultations, giving the team access to expert guidance to interpret data, explore user behavior, and plan the next phase of improvements. These sessions also created space to address immediate, small-scale challenges - helping the team act quickly while building confidence in their own analytical process.

1. Diagnosing the Homepage with behavioral data

The homepage had already been identified by the client as a challenge, with plans for a redesign on the horizon, but without clear direction yet. Our role was to help assess how current user behavior was being affected and provide evidence to guide those upcoming changes.

Using visit recordings and heatmaps, we confirmed that visitors were ignoring key content. Their attention was scattered, with most clicks defaulting to the main navigation as they struggled to find a clear path forward. This bottleneck was preventing users from reaching the all-important product pages.

2. Translating insights into a clear redesign plan

The ongoing expert consultations provided the framework to act on these findings. In these collaborative sessions, we worked directly with the client's team to translate complex data (both quantitative and qualitative) into a concrete redesign strategy for the homepage. The plan focused on simplification and highlighting what was most important to customers by implementing:

• Clearer, more compelling imagery
• Simple, scannable content instead of dense paragraphs
• Prominent, straightforward calls-to-action

3. Building lasting analytical capabilities

Beyond a single project, the partnership was about empowerment. It fostered significant growth in the team's capabilities, shifting their mindset from traditional UX research to proactive, exploratory analytics. As they grew confident in this approach, we also provided a roadmap for the future: showing how to use the same tools to shift from initial discovery to continuous monitoring of their newly optimized experience. The consultations also served as an on-demand problem-solving space, helping the team address current challenges while building long-term analytical confidence.

What our client said

When we were updating the homepage, we felt that the previous version wasn’t quite fulfilling its purpose. It wasn’t engaging enough, and users mostly relied on the menu and footer anyway. After launching the new version, the data confirmed our assumptions: user engagement increased significantly. They also navigated to product subpages from the homepage more frequently. Our intuition was therefore clearly validated by the numbers. - Maciej Welz, Specialist in the Marketing and PR Department, ERGO Hestia

Impact

Funneled 15% more traffic to product pages

The clearer homepage structure helped guide more users to relevant insurance offerings. Before the redesign, only 20–25% of visitors reached product subpages. After implementation, that number rose to 30–35% - a significant gain in visibility for sales-driving content.

Achieved a 50% increase in purchase intent

Button clicks on “Buy Policy” rose from 3% to 4.5–5%. This shift placed the insurer’s site in the top 20% of industry benchmarks for user intent. The redesign didn’t just attract attention, but encouraged action, and showed that users were clearly finding what they needed.

Generated a 37% lift in 'Request a Call' leads

The lead form conversion rate improved from 0.84% to 1.1–1.2%, a measurable boost in qualified leads. This was the client’s primary KPI, and the improvement reflected real user momentum toward sales conversations.

Drove higher engagement from high-intent users

Users who showed signs of intent, such as clicking “Buy Policy”, also began spending more active time on the site. Before the redesign, under 3% reached this level of engagement. Afterward, the rate climbed to over 7%. This indicated users were more informed and ready to act by the time they reached contact points.