iSelect: A case study in website function over fashion? - Showtime Digital

iSelect: A case study in website function over fashion?

16 February 2016 Read 1806 times

At the moment there’s some talk in financial circles about asking online retailers for advice on how to take consumers through their user journeys. The reasoning is online retailers have an understanding of the on boarding process, in motivating repeat purchases and they do it largely without the need for call centres. But there are other sources of knowledge closer to home and I’m going to share one from the insurance sector.

Historically Australia is a babe in the woods when discussing landing page design when compared to more competitive markets like the US and Europe. Today there are pockets of progress here and there but most are still at ground zero. One of the some shining lights though is iSelect. We’re going to look at their electricity and gas landing pages and compare their July 2014 design to the February 2016 pages. We’ll identify their roadmap and analyse their progression and see how it applies to the greater finance community today.

To do this we’ll use a very powerful eye tracking software. It helps determine where the consumer’s attention sits on the page and which elements they pay attention to in the first 3 seconds. You’ll notice in the second page shots there are 10 circles. Each circle represents an element on the page the eye identifies. The more circles in one spot the more attention it receives.

During the first 3 seconds you must answer the 3W’s -

  1. – Who are you?
  2. – Why should I care?
  3. – What’s the next step?

iSelect over Adwords - (July 2014)

The following page dates back to July 2014 and was served over Google Adwords. Back then they used webpages and not landing pages (note the navigation bar). It’s not best practice but for a website the design is clean, and the colour palette is consistent. The brand logo gets picked up as does the call to action button (CTA) and the phone number. But notice the headline or value proposition of this page is not picked up instantly. The compelling reason for the consumer is missing and that’s an issue.


Adwords served page (July 2014)

Adwords served page (July 2014)

Adwords served page (July 2014) - EyeQuant



Adwords served page - (Feb 2016)

The page below is from Feb 2016, and is also served over Google Adwords. Notice the cleaner design and the fact it’s now a landing page and not simply a website page, (the Navigation bar has gone). All 3W’s are being picked up instantly so we know there’s a lot of work gone into page development.

The opening hours have been reduced down to a pop up under the phone number, simplifying design in the top right corner. This is also good for their data analysis. Note also the phone number has no attention on it, a clear sign they are slowly moving people away from their call centre reliance.

Today the contact form has only one field and this has been driven by their data. Can anything be simpler than entering your postcode? Plus if you can at least get people to take the first step you can retrieve data further into the user journey.

The other point is the space below the hero image is cleaner. If you compare this to the July 2014 page you’ll see there are 4 elements on the older page and this visually complicates the page for the consumer.


Adwords served page (Feb 2016)

Adwords served page (February 2016)

Adwords served page (February 2016) - EyeQuant



Website category page (Jan 2016)

In Australia we tend to redesign a website from scratch every 4-5 years. This suggests the website is devoid of any valuable analytics. So web fashion takes precedence over web function and when we do this we start from zero...again.

The better option is to let data drive change. If you analyse the top money making sites in Europe and the US their online experiences and user journeys are exhaustively optimised (e.g. Amazon, eBay). It’s exactly the strategy iSelect has employed.

Below is the current (Feb 2016) version of the iSelect electricity and gas page. You’ll notice the main website design elements have been informed by the landing page optimisation, as has the user journey and the on boarding application (we’ll leave this for a later post).

The 3W’s are being picked up instantly and now the phone number interestingly has no attention on it.


Website served category page (Jan 2016)

Website served category page (Jan 2016)

Website served category page (Jan 2016) - EyeQuant



Other iSelect categories (Feb 2016)

Another thing iSelect do well is they cater for each specific audience. Note the different phone number for each category. This way they can segment and analyse data much easier. Plus they’ve got a large library of images to work with and that’s important for brand consistency.

Note also no category page or associated offer is the same. They know each buyer segment has a different motivation for purchasing. Their strategy across the board is to make the first step simple. They obviously value the data they get further down the user funnel.


Other website served category pages (Feb 2016)

Other website served category page - 1 (Feb 2016)

Other website served category page - 2 (Feb 2016)

Other website served category page - 3 (Feb 2016)

Other website served category page - 4 (Feb 2016)

Other website served category page - 5 (Feb 2016)



What iSelect has done consistently is take a logical approach to design. This has informed the main website’s design rather than the fashion of the day, and there’s nothing exclusive about the fashion of the day? Quite literally iSelect has turbocharged their learning curve through focusing on the consumer.

History informs us when the General moved his army into battle he sent a scout ahead to inform him of safe routes to travel. If the scout didn’t return the General didn’t move his army in that direction. To secure long term success in the competitive finance sector this same methodology needs to be implemented.

In conclusion these are the steps iSelect took.

  1. Launch landing pages
  2. Construct a user journey
  3. Market to your target audience
  4. Optimise over a 12-18 month period
  5. Translate consumer focused design to the main website
  6. Repeat

The journey of a thousand miles starts with the first step.

So where do you start, how do you make the right first move? The following eBook outlines for you the specific steps Showtime Digital take to create landing pages which convert in the finance and insurance space.


eBook: Creating Landing Pages Which Convert

Steve Palmer

Steve Palmer is the Joint Founder and CEO of Showtime Digital. Steve has been in B2B sales since 1997 but influencing people and behavioural science has been a long-term passion.

The magic he brings to his clients is in knowing how to engage their audience. His goal is to help businesses understand the deeper reasons of why consumers convert online with them.