How to run CRO (conversion rate optimisation) on an insurance website?

You run CRO on an insurance website as a continuous loop: find where visitors drop, form a hypothesis about why, test the change, keep the winners and go again.

The research phase does the heavy lifting. Funnel data shows where people leave, session recordings and heatmaps show what they did before leaving, and a handful of user conversations reveal the doubts the data cannot: unclear cover, distrust, effort.

Prioritise tests by traffic, likely impact and ease, change one meaningful variable at a time, and let tests run to significance rather than calling winners early. Insurance traffic converts in single-digit percentages, so patience is part of the method.

Run it as a programme, not a project. Individual tests win a few percent each; the compounding of a continuous testing habit is what separates the insurers that quietly pull ahead.