Insurance Quote Form Funnel

UX Strategy

ValuePenguin’s primary insurance form funnel is managed by Quotewizard – a LendingTree subsidiary – so when they shared user pain points from usability testing we prioritized developing our own version of the form where we can quickly test and iterate to improve form completion rates.

1. Use QuoteWizard’s form API for third-parties to create a ValuePenguin branded experience

2. Reorganize questions into buckets that communicate their purpose (i.e. discounts) so users are more comfortable sharing that information

3. Remove unnecessary questions to shorten form experience, starting with questions that aren’t required to generate results and especially PII (personally identifiable information such as full name)

4. Add click data tracking to see where users drop off in the flow

5. Build in further flexibility for additional testing (ability to change order of questions, wording, button colors, etc.)

6. Increase trust by making logos of familiar insurance companies more prominent

UI needs

With the new design, our focus was on making it as easy as possible to get through the form. That included changing some of the complicated wording and how the dropdown design works so it's easier to select options. 

• Design mobile first

• Include progress bar

• Reduce scrolling for mobile users

• Remove additional questions based on type of CTA user clicked thru to enter funnel

  • We ask for their zip code prior to starting the form so we already know which state they live in

  • If user starts form from a car and home bundle page, we can assume they’re a homeowner and can preselect the bundling question for them