How Univé achieves CRO success with focus and the right KPIs

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.

The approach: the validation case

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.

The deal was clear: prove that focus works, and budget will come for team expansion.

The right KPIs make the difference

Univé deliberately chose a combination of metrics:

• Main goal: revenue growth (because that's what it's ultimately about)
• CRO KPIs: form conversion rate and sales contribution from product page
• Benchmark KPI: CX score from WUA research

Crucial insight: never monitor conversion rates month-to-month, but always take the average over longer periods. Conversion rates fluctuate heavily due to campaigns and seasonal effects.

Research as secret weapon

What really distinguished Univé was their research approach. By combining qualitative customer feedback with data insights and competitive analysis, hypotheses became much sharper. The result: higher success rate of A/B tests.

A practical example: the product page was too busy and distracting. By bringing focus (green background to white, less text, clearer CTA), both click-through rate and final conversion increased significantly.

The reward of patience

After 18 months, the results were impressive: Univé climbed from 4th place to 1st place in the CX benchmark and all conversion goals were achieved. The team grew to five CRO specialists.

Amanda's most important lesson? "Be proud of learning curves. CRO growth is never linear, there are always dips. That's normal and nothing to be ashamed of."

Want to know exactly how Univé approached this and which specific tests they ran? Watch the full webinar for all details and practical examples.