Form Optimization Case Study

Beyond Clicks (Insurance)

Company: CRO agency Beyond Clicks and their insurance client

Sector: Financial Services (Insurance)

Country: UK

Results: A 19% improvement in form performance as a result of changes driven by Zuko data

“Zuko data was crucial to identifying the friction in our client’s form. This enabled us to test the changes that ultimately resulted in a significant conversion uplift. The client was delighted.”

Steve Tarbard, Owner, Beyond Clicks


The Challenge

Beyond Clicks are a leading CRO agency specialising in the insurance sector. Their client, a UK based insurance broker, challenged them to improve the performance of one of their property insurance acquisition forms.

Beyond Clicks installed Zuko tracking on the form to understand when, where and why users were dropping out of the form before completion. They were also able to tell how long users were spending on each field and whether this was contributing to abandonment.

Beyond Clicks Screenshot


The Solution

From the Zuko data, Beyond Clicks were able to identify that a significant proportion of users were abandoning after interacting with a particular field: “When did you buy the property?”, indicating that there was user friction around this question.

After consultation with the end client, it was determined that the field was not business critical and could be removed if it was causing a problem. A test was conducted where the field in question was taken out of the form with all other fields kept in.


The Results

The test variant of the form saw a large uplift in overall conversion rate. The proportion of users who successfully submitted their details increased from 26.96% to 32.16% - a 19% performance uplift. Beyond Clicks and their client were delighted with the results of the test and immediately made the change permanent.

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