We see it every day: small changes in the digital journey can unlock big results. For carriers, the quote screen is make-or-break. Every extra field risks losing a prospect. Every optimization can mean more placed business. A recent A/B test with a life and annuity carrier using our configurable digital sales experience, LifetimeACQUIRE, proved just that.
The Test
The carrier streamlined their quote screen, removing fields that weren’t essential—most notably the physical address. Historically, this field has been collected for marketing efforts, such as direct mail. But it wasn’t required to generate a quote.
The Results
Removing the address field eliminated a major friction point, and the impact was immediate. Drop-offs at the quote stage reduced significantly, resulting in a 20% increase in quote-to-application conversions. Yes, it did come with a tradeoff, as marketing teams value customer data. But this test forced an important discussion: Is the value of collecting extra data worth more than the revenue lost when applicants abandon the process?
In this case, prioritizing conversion clearly won.
The Bigger Lesson
This wasn’t just about one field on a form. It’s about mindset:
- Challenge assumptions (“we’ve always done it this way”)
- Let data, not tradition, guide decisions
- Continuously test and evolve the customer journey
Why It Matters
Sometimes, less really is more. A 20% improvement in conversion isn’t just a metric—it’s proof that testing and evolution drive real revenue growth.
With LifetimeACQUIRE, carriers don’t just digitize quoting—they gain the power to test, learn, and refine for measurable results.
