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Tackling Low Completion Rates?A Compare.com Conundrum (A)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, Kyle Case M-0947 / Published September 8, 2017 / 17 pages.
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Product Overview

In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem. Completion rates for the site's detailed online questionnaire were at an alarming low as site visitors, increasingly coming to the site from mobile devices, were proving they did not have the time or incentive to answer the site's requisite questions and, thus, were dropping off the site before purchasing policies from the site's partner insurance carriers. As Rose and his management team struggled to find a solution for lifting the completion rates, they narrowed their options to three potential solutions. A task for Kyle Brodie, a summer intern, was to design and run a test that could yield valuable insights from an estimates display, including which customer groups, if any, responded best to the estimates and where they should be included in the questionnaire. In part A of the series, the reader is faced with selecting the best solution for lifting Compare.com's completion rate. In part B of the series, the reader must choose the design, location, and content of an estimates display test. In part C of the series, the reader is presented with a data set and must interpret the results.

Learning Objectives

Introduce students to the steps involved in building an effective purchase funnel; Reveal successful approaches to A/B testing; Demonstrate processes behind agile development and a test-and-learn culture; Expose the trade-offs and risks marketing messages can pose to a company's competitive positioning.

  • Overview

    In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem. Completion rates for the site's detailed online questionnaire were at an alarming low as site visitors, increasingly coming to the site from mobile devices, were proving they did not have the time or incentive to answer the site's requisite questions and, thus, were dropping off the site before purchasing policies from the site's partner insurance carriers. As Rose and his management team struggled to find a solution for lifting the completion rates, they narrowed their options to three potential solutions. A task for Kyle Brodie, a summer intern, was to design and run a test that could yield valuable insights from an estimates display, including which customer groups, if any, responded best to the estimates and where they should be included in the questionnaire. In part A of the series, the reader is faced with selecting the best solution for lifting Compare.com's completion rate. In part B of the series, the reader must choose the design, location, and content of an estimates display test. In part C of the series, the reader is presented with a data set and must interpret the results.

  • Learning Objectives

    Learning Objectives

    Introduce students to the steps involved in building an effective purchase funnel; Reveal successful approaches to A/B testing; Demonstrate processes behind agile development and a test-and-learn culture; Expose the trade-offs and risks marketing messages can pose to a company's competitive positioning.