CRO breakdown of Bequest's life insurance for new parents click-through page built in Unbounce. Expert conversion analysis by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
The life insurance category is dominated by fear-based marketing that, paradoxically, drives avoidance rather than action. People who need life insurance most acutely are often the slowest to buy it, because the purchase forces them to confront mortality at the same time as they’re celebrating new life.
Bequest’s approach inverts this. The page opens with warmth and recognition — a testimonial from Liam Nolan that begins “Having recently welcomed a baby into the world” — before any product or price information appears. This sequencing tells the new parent visitor something important: this brand understands your moment, not just your insurance needs.
The “1 in 17 Children Lose a Parent by Age 18” statistic from the JKG Institute appears mid-page, not at the top. Bequest saves this data point until after the emotional connection has been established — using it to confirm the rational urgency of a decision the visitor is already emotionally prepared to make, rather than leading with mortality statistics that trigger avoidance.
The hero testimonial from Liam Nolan — attributed with a name, describing a specific life moment — is the most powerful opening available for a new parent insurance product. It bypasses the scepticism that greets brand claims and replaces it with peer identification. When a new parent reads another new parent’s experience, the mental response is recognition rather than evaluation.
Coverage in The Guardian, The Times, The Telegraph, Metro, and BuzzFeed below the hero signals that Bequest has been reviewed and found credible by independent media. For an insurance product where the buyer cannot physically inspect what they’re purchasing, third-party media coverage is a shortcut to trust that no amount of self-description can replicate.
New parents evaluating life insurance face a specific friction point: the traditional insurance buying process involves calls, appointments, and follow-up pressure that a sleep-deprived parent with a newborn has no bandwidth for. This benefit statement names that objection and removes it in six words. The specificity of “no sales calls” is significantly more persuasive than “simple and convenient” because it addresses the exact pain rather than a vague version of it.
Rather than asking visitors to do comparison research across multiple providers, the table presents Bequest’s key differentiators — no medical appointments, money-back guarantee, affordable rates — against traditional life insurance in a simple yes/no grid. This is the correct structure for a disruption product: own the comparison frame and win every row within it.
The three-benefit row — "No Doctor's Appointments / Money-Back Guarantee / Affordable Rates" — maps directly to the three primary objections a new parent has to buying life insurance: it's complicated, what if I don't need it, and I can't afford it right now. Placing these three objection responses together in a single visual unit means a visitor scanning the page absorbs the complete objection reframe in a single glance.
Liam Nolan is not a company spokesperson. He’s a named customer in the same life situation as the visitor. That specificity — a name, a genuine moment described — carries trust weight that any brand claim cannot.
Five recognisable publications signal that Bequest has passed the scrutiny of journalists whose job is to evaluate financial products critically. For a relatively new insurance brand, media coverage dramatically shortens the trust-building process.
Anchoring the price at the lowest available option removes the financial anxiety that prevents new parents from even starting a quote. If the fear is “I can’t afford this,” a £3.70 anchor forces a reassessment of that assumption before any further engagement.
"On financial services pages, the money-back guarantee deserves far more prominence than most clients give it. For a new parent who is anxious about committing to another monthly cost, a 30-day money-back guarantee removes the risk entirely. It transforms 'what if this isn't right for me?' into 'I have nothing to lose by trying.' We always push for guarantees and we push them to be visible above the fold."
“Get My Quote Now” is personal and action-specific — it’s the visitor’s quote, not a generic quote. The CTA appears in the hero and at multiple scroll points, with “Faster than setting up a car seat!” added as a speed reassurance that keeps the tone warm and relatable rather than corporate.
The click-through structure is correct for this product: a visitor who clicks “Get My Quote Now” is taken to a quote flow rather than asked to submit a form on the landing page itself. This sequencing means the landing page’s only job is to build enough trust and intent that the visitor clicks through — not to collect all the information required for a quote. That separation of tasks is a significant conversion mechanism for life insurance products where the quote process requires meaningful data input.
Unbounce provided the layout flexibility to execute the testimonial-first hero, the media logo row, and the comparison table without template constraints. Native A/B testing on Unbounce allows hero testimonial variants and CTA copy variants to be tested continuously.
New parent insurance research is done on mobile — often during night feeds, in between naps, during the first weeks of parenthood when mobile is the primary screen. The quote CTA was designed for thumb reach, the comparison table scrolls horizontally on small viewports, and the media logo row compresses into two rows on mobile without losing recognition value.
The warmth of the family photography on this page depends on image quality — compressed or pixelated family imagery undermines the emotional credibility the page is trying to build. We used responsive image delivery with high-quality originals served at appropriate sizes for each viewport, ensuring the photography lands with full emotional impact on every device.
Interactive tools that let new parents input their household income and see a recommended coverage amount dramatically increase engagement and purchase intent. Moving from abstract “life insurance” to “£X of cover for your family” makes the product feel personally sized rather than generic.
Written testimonials are strong here, but short video testimonials from real customers — parents with young children speaking directly to their experience buying Bequest — would convert the peer identification effect into a far more emotionally persuasive format. Hearing another parent’s voice discussing this decision carries different weight than reading their words.
What happens after you get your quote? How quickly is the policy active? What’s in the welcome email? New parents who have just made a major financial decision want reassurance about what comes next. A “What Happens After You Apply” section reduces the buyer’s remorse that causes insurance cancellations within the first 30 days.
The page scores 82 because the peer testimonial hero, media logo trust signals, “no sales calls” objection removal, and warm family photography are all well-executed for this emotionally complex category. The comparison table correctly frames Bequest as the modern alternative to traditional life insurance. It falls short of 86+ because full navigation is present in the header (adding exit paths), the page lacks urgency signalling appropriate to a new parent audience (a baby grows out of the critical window for family financial planning), and the statistics section with the “1 in 17” figure could be positioned more effectively as an emotional conclusion rather than a mid-page data point. Removing navigation and adding a time-bound context to the urgency section would push this page above 86.
Browse our full collection of landing page examples to see how we apply these principles across industries. For related reading, see our guide on financial services landing page design.
This principle influences visitor behaviour and supports the page's conversion goal.
People feel losses more strongly than gains. Framing around what they will miss motivates action.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
This principle influences visitor behaviour and supports the page's conversion goal.
New parent life insurance pages convert when they speak to the specific emotional context of having recently welcomed a child. The decision to get life insurance is often made in the weeks after a baby arrives — when the reality of financial responsibility for a dependent hits with full force. Pages that acknowledge that specific moment, use family photography, and remove friction from the quote process convert significantly better than generic insurance pages with stock corporate imagery.
Opening with a testimonial from a new parent — 'Having recently welcomed a baby into the world...' — does something a product headline cannot: it places the visitor inside the emotional experience of someone exactly like them who has already made the decision. The visitor reads the testimonial and thinks 'that's my situation.' This peer-identification effect is more persuasive than any benefit statement, because it comes from a customer voice rather than a brand voice.
New parents are time-poor and averse to sales pressure. 'Fully Autonomous' addresses both: you can get coverage without carving time out of a chaotic schedule for a sales call, and without dreading the follow-up pressure that traditional insurance sales involves. This benefit statement removes the most common objection new parent buyers have — the process is too complicated and involves too much back and forth.
A life insurance page with testimonial hero, comparison table, benefit icons, and FAQ section typically takes 2–3 weeks from brief to launch. Financial services pages require careful attention to regulatory claims compliance. We cover audience research, wireframing, visual design, Unbounce build, and our 37-point QA checklist.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Life insurance pages that lead with statistics about death rates convert worse than those that lead with empathy. The person you're reaching has just had a baby. They're exhausted, emotional, and overwhelmed. If your first words remind them that they might die, they close the tab. If your first words say 'we understand what you're going through,' they keep reading."