insurance2 min
ReplayJanuary 21, 2025Amanda van der Linden, Marc Roescher
How Univé achieves CRO success with focus and the right KPIs
Univé CRO specialist Amanda van der Linden shares how focusing on one product and the right KPIs grew their CRO program from zero to five specialists in three years.
Chapters
8Key Takeaways
- Focus on one product at a time instead of tackling all products simultaneously
- Combine qualitative and quantitative data for sharper hypotheses
+6 more takeaways
About this masterclass
How do you grow a CRO program from zero to five specialists in three years? Amanda van der Linden, CRO specialist at Univé, shares her story about the power of focus and the right KPIs.
The problem: too much on your plate
When Amanda started as the first full-time CRO specialist at Univé in 2020, the team worked on all insurance products simultaneously: bike, car, home. After a year, the conclusion was painfully clear: focus was missing. By working on everything a little bit, real progress was made nowhere.
Amanda's team manager asked the crucial question: "What do you need for focus?" The answer was simple but powerful: concentrate 80% of your time on one product. Car insurance was chosen for an 18-month validation case.
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