Lemonade: Clear actions need clear results

Lemonade is a relatively new insurance company based in the US. They also have some activities in Western Europe. Their core message is that they’re client-focused and different. You immediately get that impression from their home page.

What catches your attention first?

The button, right? 

This website is perfectly designed to make the button stand out. 

But is everything perfect about this website? Of course not.

Let’s have a look at what Lemonade does well and what they could do better.

As I just said, Lemonade is different. The button just screams “click me” and I love it. There’s no need to waste lots of space on things that aren’t necessary.

Of course, they could add more information and they could add social proof but this design makes it really hard not to click.

Unfortunately, things aren’t as great right after you click. When you click “check our prices”, what do you expect to see on the next page?

PRICES, right? 

But guess what…

What you get to see is this:

Pretty annoying, don’t you agree?

So this is something I would change.

Of course, when you understand the full picture, it makes sense that they can’t give you prices straight away.

And I wouldn’t change the CTA button because it’s really good.

What I would change is the copy on this screen.

I’d add this simple line.

Much better?

I think so too. 

Apart from this little unexpected interruption, the rest of the onboarding is pretty good. If I hadn’t taken new insurance policies recently and if they were available in my country, I might have signed up. 

Finally, I like the flag in the hero section. Not for what it means but because it adds some colour. The flag isn’t always there, though. It was there because I took the screenshot in June (Pride month).

Usually, the hero section doesn’t have any colour apart from the big flashy pink button. Even though that makes the button stand out, I would test adding a few more colours to the background. Maybe it can be a few accents, maybe it can be something different each month, like the flag in June.

It would just make the website a little less monotonous. 

What to improve below the fold

Where Lemonade’s website lacks social proof above the fold, they more than make up for it below the fold.

They use three different elements of social proof (logos, rating and testimonials). I particularly love this one.

The funny side of it gives it an extra edge. Ratings are perceived but people easily scroll past them too. Not with this title, though.

The next section is pretty good too but then we get to this “Instant Everything” bit.

Without extra context or explanations, I don’t know what these 3 minutes and 90 seconds are about. 

Further down, they say “we pay claims super fast” so that’s probably what this is about. It’s not a big issue because the message is clear in the end. But it could be improved by adding some copy or changing the order a little bit.

To end this analysis, I’d add a CTA section at the bottom because the page kind of falls into a void. They explain how it works, that they work with lots of beautiful causes and they finish with a more formal section that makes you feel secure about their services. And then there’s the footer. No more call to action button. That’s a missed opportunity if you ask me. 

Speaking of ending with a call to action… If you’ve read this far, I’m convinced you’ll love my newsletter. Every Friday I share a case study like this one and I add three practical takeaways that you can easily implement on your website over the weekend (or on Monday).