There is a huge amount of competition in the market when it comes to getting an online insurance quote and very little to distinguish one company from the next. Although cost is the main reason for users to choose a provider, in our testing, we found users were very quickly put off when facing a long, arduous quote and buy process and had little tolerance for poor UX design. By implementing ourĀ improvements and buying process based on the evidence that we have seen from UX testing, American Express was sure to stand out from the crowd which can only lead to better conversion rates and happier customers.
