esure Client Story

Building an Optimisation Programme from Scratch

Who are esure?

Founded in 2000 by Chairman Sir Peter Wood, founder of Direct Line Insurance, esure has become one of the UK’s leading insurers. Within five years esure became one of the fastest growing insurers ever, receiving countless awards for its cover, online services, and creative marketing. The Group is one of the UK’s leading providers of motor and home insurance products through the esure and Sheilas’ Wheels brands. 

car insurance

Why RedEye Optimisation?

esure selected RedEye Optimisation as it was clear they had the expertise and knowledge to help esure implement the foundations of Conversion Rate Optimisation (CRO). esure was looking for a partner that could guide them through the process of building an optimisation programme from scratch, making sure this programme drove their ambition to become the digital leader in insurance. 

The esure requirement

  • To partner with a supplier that could support their investment in optimisation, including growing and nurturing the team internally
  • To become the digital leader in insurance
  • To put the customer first by understanding them through user experience research
  • To make the optimisation function critical to the esure business
  • To create a culture of continuous experimentation
  • To increase revenue through policies sold and add-on products
  • To gain support with utilising the Optimizely platform to drive their testing plan

“RedEye have been an invaluable partner to esure over the years. Since introducing the very idea of A/B testing to esure years ago, their strategic vision and flexible approach have been crucial to the successful growth of our CRO programme. A regular flow of winning tests means happy execs, and our growing reputation among esure’s senior leaders is testament to RedEye’s work.”

Conversion Rate Optimisation Specialist, esure