The AA

Generator and AA Roadside drive up conversions by 300%+

The Client:

The AA is the UK’s number one motoring organisation, with 15 million members and one hundred years experience rescuing Britain’s motorists.  Sales volumes and channels have altered dramatically over the last century. The website has around 150 million visitors and almost 30% of new members join online.  

AA Roadside is the breakdown division on the AA

The Brief:

One of the AA’s popular assets – the route planner – receives very high traffic levels. However, the best return on investment is clearly gained from driving conversion rates rather than driving traffic volumes.  Generator helped AA Roadside deliver conversion improvements of over 300%.

The Solution:

PHASE ONE: site performance review

The first priority was to learn what was actually happening on the website.  Four studies helped us uncover the truth:

1. Competitive benchmarking

Objective analysis of offers, persuasiveness, transactional support and credibility versus seven competitors

Evaluation of navigation, branding and customer friendliness

From this the AA learned what areas they needed to address quickly  

2. Site analytics

Qualitative analysis of customer behaviour to show typical journeys and identify obstacles

Quantitative comparison of the behaviours of those visitors who convert and those who don’t

From this the AA learned where the site was working and where it was failing. Generator then structured tests where the reasons why users experienced difficulties were explored.

3. Customer experience tests

Through synchronised screen and mouse capture we conducted in-depth analysis of how key tasks were attempted. This helped us determine the usability, the value of information and services provided and language persuasiveness

This helped the AA learn how to improve the effectiveness of each page.

4. Experience based review

We evaluated the site using industry best practice

We benchmarked graphic design, structure, functionality and language

At the end of this phase we were able to identify detailed, prioritised changes to the site to improve conversion rates.

PHASE TWO: detailed evaluation of product presentation

We interviewed people while using the site to understand their expectations and needs in terms of how our products and pricing was presented.  This work proved the AA was now best in class in how it presented their products and previous work to the site had delivered substantial benefits for users.  However, we did identify further areas in the journey which needed improvement. 

PHASE THREE: the application process

On average 43% of journey time was spent on the application process, with an unacceptably high-drop-off rate throughout the application form stage. 

The whole customer journey was analysed in detail.  We identified areas that caused confusion or made the site difficult to use.  Problematic exit points were identified and corrected and “conversion beacons” were strengthened throughout the journey.

Measuring success

Over two years, conversion improved by over 300% .  There was no ‘silver bullet’ but rather a host of changes driven through the insight gained from highly analytical detailed evaluation of the site.

Volumes were up year on year of nearly 50%. In a mature, low growth market this demonstrates the power of focusing on improved conversion.

Hear from our client:

“The valuable insights uncovered, and the recommendations made by Generator have resulted in a significant increase in sales online for the AA’s breakdown cover service. So much so that we have included their services as a central part of our Online Continuous Development Programme for 2006 /7”

Rory Yates, E-commerce Channel Development Manager, AA Roadside

“ We couldn’t have done it without you”

Kerry Cooper, Sales and Marketing Director, AA Roadside