GoCompare

Improving conversion, user retention and personalisation

Gocompare is an online comparison website for financial products, including car insurance, home insurance, energy, and breakdown cover.

After successfully supporting the GoCo Group with the design and product launch of Weflip, another of GoCo's energy-switching services, I was invited back to work on GoCompare's products – looking in particular at how energy and car comparison journeys could evolve. Beyond routine UX/UI improvements aimed at increasing conversion rates, my focus was user retention and personalisation in addition to exploring ways of improving market share.

Discovery, customer journey, prototyping and UX/UI

Discovery sessions

Improving conversion, retention and personalisation.

I ran discovery sessions to understand current user behaviour, identify drop-off and improve conversion rates. I also explored personalisation looking at how we could streamline form completion using existing user data, preferences, and previous interactions. Through these sessions, I also scrutinised the onboarding process to pinpoint enhancements that could facilitate a quicker and more efficient start for users.

The sessions resulted in several improvements to the site that I designed. These improvements involved simplifying the navigation, adding step-by-step guides to reduce friction and trust elements at critical user pain points. By also adding features such as transparent privacy policies, verified user reviews, and secure transaction indicators, I aimed to build user confidence, encourage smoother progression through the site and foster repeat visits. These efforts collectively aimed to create a more engaging, trustworthy, and user-friendly comparison product.

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Image of Gio Compario's face looking over fold in the page layout

Photograph of a screen displaying discovery session output

Photograph of a whiteboard displaying discovery session output

Photograph of a wall displaying discovery session output

Photographs capturing output of discovery; capturing requirements and exploring possible interface UI.

GoCompare mobile UI designs: Conversion rates for mobile in Fintech are traditionally lower so GoCompares adopts a mobile first approach.

GoCompare UI designs: Information and user journey.

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07816680342
hello@stuartclement.co.uk

I'm always happy to talk through a potential project, UX headache or design conundrum. I'm based close to Bristol so if you're nearby and would like a face-to-face I'm more than happy to meet for a chat.