The State Farm auto quote process was the longest in the industry, and the purchase experience at the end had, itself, below average conversion. Some of the main reasons were that it had unnecessary steps, was not responsive–nearly impossible to use on a mobile device–had a poor implementation of a third party vendor for payment card processing, and more.

The entire process was redesigned, including the purchase flow. These changes helped drive growth in new customer acquisitions–we hit 140% of target.