Direct Gap
Empowering the user to create their perfect insurance package
Overview
Motor Gap Group is dedicated to educating and protecting UK consumers by offering fair alternatives to dealer-provided insurance products. Their mission is to shield vehicle owners from excessive rates and ensure they receive insurance solutions tailored to their needs.
Discover Simplifying the purchase
Direct Gap offer a range of 'gap' inspired add-on products such as alloy wheel and bodywork cover, to complement their core gap insurance. However, these offerings were previously treated as standalone products and not integrated into the checkout journey.
To address this, we developed a unified checkout process that seamlessly incorporated these additional cover options. The solution included clear incentives for bundling products, creating a streamlined and intuitive user experience. Through extensive design and testing, we crafted a process that effectively enabled cross-selling and upselling, maximising the value for customers while simplifying their journey.
Results Facilitating more comprehensive insurance packages
The first phase of the new checkout process led to a significant increase in customers completing their purchases with additional products included. To build on this success, ongoing optimizations are being implemented through A/B testing, focusing on refining incentive structures to further enhance conversions and maximise customer engagement.
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