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.