Legal & General America

Quoting Webpage and Assets

UI/UX optimization for quoting experience

Legal & General America (LGA) is the number term life insurance provider in the US. Most insurance carriers do not allow their customers to get prices for policies online.

In October 2020, I launched a new page on LGA’s website (lgamerica.com) which allows prospective customers the ability to get a real-time quote for life insurance. The launch of this page was done in an MVP environment (minimum viable product). Because of this, it had some shortcomings, even though the site saw positive results like a 21.29% YoY in leads.

After six months, the site was more mature but it was time to put the data collected to use. Through the use of UX analytics tools, I set out to optimize LGA’s quoting experience with a goal to enhance the customer experience while increasing conversions to meet business revenue goals.

I also led the creation of advertising materials (featured below) to use as part of the launch. These will be used as paid social assets and re-targeting campaigns via GoogleAds. The site is still in testing and will be launching in April 2022.