Mercury offers four types of insurance packages on the website’s Rates Page: Basic, Enhanced, Premium, and Custom. By default, the Basic insurance package is shown to all visitors at the end of their quote. Mercury ran an A/B campaign and tested the four different insurance packages to see which one would resonate the best. Using Oracle Maxymiser, all visitor data was automatically captured and analyzed to provide insights about the best performing customer segments that could be targeted for higher conversion uplift.
Mercury used Oracle Maxymiser to uncover new customer segments based on data captured in real time from online quote submissions. In addition, for each visitor, Oracle Maxymiser mapped the preferred online experience that produced the highest conversion uplift, realizing a 19.9% conversion rate of the Basic package with overall customers, and a 56% and 44% conversion rate in specific micro-segments.