Sometimes doing the same thing in different contexts produces surprisingly different results

Recently at Compare the Market, we have been exploring ways to make the form filling process quicker and easier for our customers. One of the methods we are exploring is to source the user’s data from third party sources on their behalf and pre-populate answers for them. The idea being that this would result in less effort for the user and in more accurate answers; a better experience for the customer and, hopefully, better conversion for us.

A picture of Compare The Market’s homepage, showing the products they offer comparison on, displayed on a laptop screen
A picture of Compare The Market’s homepage, showing the products they offer comparison on, displayed on a laptop screen
Compare the Market’s homepage

So, we tested applying this to two of our journeys; Home…

Sometimes doing the same thing in different contexts produces surprisingly different results:

A picture of Compare The Market’s homepage, showing the products they offer comparison on, displayed on a laptop screen
A picture of Compare The Market’s homepage, showing the products they offer comparison on, displayed on a laptop screen
Compare the Market’s homepage

Recently at comparethemarket.com, we have been exploring ways to make the form filling process quicker and easier for our customers. One of the methods we are exploring is to source the user’s data from third party sources on their behalf and pre-populate answers for them. The idea being that this would result in less effort for the user and in more accurate answers - a better experience for the customer and, hopefully, better conversion for us.

So, we tested applying this to two of our journeys - home insurance and energy switching - and were surprised to get quite different…

Paul Izod

UX Designer at CompareTheMarket

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