A quote flow disguised as a friendly product page

Lemonade’s renters page has one job: get you to press “Check our prices” and into the quote flow. The $5 a month anchor, the app store rating and the 90-second promise remove the three reasons people put insurance off.

Multi-step lead formMetaGoogle Ads

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lemonade.com/renters

What we’d improve

Conversion opportunities we would validate with controlled experiments, not cosmetic opinions.

Sharpen first-screen message match

For Lemonade, turn “A quote flow disguised as a friendly product page” into a dedicated Meta hero variant. Carry the ad’s exact promise into the headline, supporting proof, and one primary CTA without introducing a broader second story above the fold.

Why we’d test it

A tighter promise-to-page transition will reduce the orientation work required after the click.

Measure: Hero CTA rate by campaign and ad group

Reduce first-step commitment

Begin with one easy, outcome-oriented field. State what the visitor receives and how their data is used before asking for contact information.

Why we’d test it

A lower-friction first commitment will increase starts without sacrificing downstream qualification.

Measure: Form start and completion rate

Upgrade decision-stage proof

Lemonade should show state-specific price context, coverage exclusions, and the exact handoff from estimate to binding quote. Put the strongest evidence immediately after the hero and repeat the relevant proof beside the final CTA.

Why we’d test it

Specific, proximate evidence will answer the highest-risk objection before it becomes a reason to leave.

Measure: CTA conversion after proof exposure

Why it works

A concrete price anchor in the subline sets the expectation that this will be cheap before the form asks anything.
Speed is sold as a feature: “covered in as little as 90 seconds” pre-empts the fear of a long application.
Coverage is explained through everyday scenarios, a stolen bike or a water leak, instead of policy language.

Built for clicks from

renters insurancecheap renters insuranceapartment insurance quoteMeta: recent movers

If this page were dynamic

Swap the illustrated objects and scenarios for the city or building type in the campaign.
Show the price anchor for the visitor’s state instead of a national “from” price.
Start the quote flow with the ZIP code pre-filled from the ad’s geo targeting.

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