Challenge
1st Central needed to increase digital conversion rates and reduce acquisition costs in a highly competitive motor insurance market. Their existing journeys performed well but had reached a maturity point where incremental improvements required a more rigorous, experimentation-driven approach.
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Solution
Equator introduced a structured CRO and experimentation programme aimed at delivering rapid performance improvements.
Collaborating across UX, behavioural design, analytics, and engineering, we established a continuous testing framework targeting the most significant friction points in the quote and buy journey.
- Launched a prioritised testing roadmap centred on commercial impact and customer behaviour.
- Designed and engineered high-quality A/B tests across pricing pages, form flows, trust signals, and UI patterns.
- Enhanced analytics visibility to understand drop-off patterns and measure value.
- Collaborated with 1st Central’s internal teams to embed best-practice CRO processes and governance.
- Switched the model from sporadic testing to ongoing optimisation for compound gains.
Results
- £2.5 million in additional business contribution generated from just two of the most successful tests
- · More than 30 tests launched in 12 weeks
- · Ongoing iteration in place to drive sustained improvement quarter on quarter
Outcome
1st Central now has a robust, repeatable optimisation engine that improves profitability and accelerates digital performance, ensuring the brand stays competitive in a market where small improvements lead to substantial commercial gains.