behavioural research
Behavioural Research for Travel Insurance Checkout
Travel insurance checkout has a conversion problem. Customers reach the quote summary, hesitate, and leave. OpenScouter runs remote behavioural research sessions that show you exactly where that hesitation happens and why, so your team can fix it.
Where Travel Insurance Checkouts Lose Customers
The travel insurance purchase journey is short on paper: get a quote, review cover levels, enter traveller details, pay. In practice, customers stall at the cover comparison step, abandon during the medical declaration screens, and drop off when the price summary loads with unexpected add-ons. These are not hypotheses. They are patterns that only become visible when you watch real people move through your checkout.
Standard analytics tell you that abandonment is happening. They do not tell you whether a customer left because the excess wording confused them, because the medical screening questions felt intrusive, or because the final price differed from the quote they expected. Those distinctions matter enormously for prioritising fixes, and they require behavioural evidence, not just funnel data.
Behavioural research is the diagnostic method that closes that gap. By capturing interaction signals, think-aloud voice, and facial expression in parallel during live checkout sessions, OpenScouter surfaces the specific moments where comprehension breaks down, trust drops, or cognitive load spikes. The result is a report your design and product teams can act on immediately, tied to the exact screens and copy that are costing you conversions.
Our approach
Neurodivergent Testers as a Higher-Signal Panel
OpenScouter recruits participants with ADHD, autism, dyslexia, and other cognitive differences. These testers find usability issues that neurotypical users overlook entirely. In a checkout context, that means catching ambiguous excess language, confusing cover tier labels, and overloaded medical declaration forms before they erode conversion at scale.
Three-Stream Capture Across the Full Checkout
Every session records interaction signals, think-aloud voice, and on-device facial expression simultaneously. The AI pipeline correlates the three streams to identify moments where a participant says one thing, clicks another, and shows a stress response. That correlation is what turns raw session data into actionable insight rather than anecdote.
Human-Confirmed Reports, Ready to Brief Your Team
AI correlation surfaces the patterns. A human researcher confirms them before anything reaches you. Reports are structured around specific checkout screens and journey steps, not generic usability principles. Your designers and product managers receive findings they can brief directly into a sprint, without needing to interpret raw session footage themselves.
The average documented online cart abandonment rate is 70.19 percent across desktop and mobile ecommerce
That figure comes from desktop and mobile ecommerce broadly, but travel insurance checkout sits in a category where the abandonment pressure is compounded by product complexity. Customers are not buying a commodity. They are evaluating cover levels, reading exclusion language, completing medical declarations, and reconciling a final price against an earlier quote, often on a mobile device, often under time pressure before a trip. Each of those steps is an additional opportunity for confusion to translate into abandonment. The Baymard data establishes the baseline scale of the problem across ecommerce; in travel insurance, the cognitive demands of the checkout mean the underlying causes are likely more varied and more fixable than in a simpler purchase flow. Behavioural research is the method that makes those causes visible.
What you receive
- Annotated session recordings mapped to your checkout funnel steps, from quote entry through to payment confirmation
- Behavioural insight report identifying the top friction points across cover selection, medical declaration, and price summary screens
- Verbatim think-aloud excerpts linked to the specific UI elements that triggered confusion or hesitation
- Facial expression and interaction signal correlation summary, highlighting moments of elevated cognitive load during the checkout
- Prioritised recommendations written for design and product teams, scoped to your existing checkout rather than a hypothetical rebuild
Frequently asked
- How is this different from running a standard usability test on our checkout?
- Standard usability tests capture what participants say and do. OpenScouter captures voice, interaction signals, and facial expression simultaneously and correlates all three. In a travel insurance checkout, that means you can see a participant say the cover looks fine, while their interaction pattern shows repeated re-reading of the excess clause and their facial expression registers uncertainty. That combination of signals is not available from a single-stream method.
- Why use neurodivergent testers for a commercial conversion problem?
- Neurodivergent testers are not just an accessibility panel. They are a higher-signal usability panel. Participants with ADHD or dyslexia will surface confusing medical declaration wording, ambiguous cover tier labels, and overloaded summary screens that neurotypical testers move past without comment. Those same issues affect a much broader population of customers under time pressure or on mobile. Finding them early is a commercial decision, not only an accessibility one.
- Does OpenScouter cover FCA Consumer Duty obligations?
- Our reports are evidence, not legal opinion. That said, the FCA Consumer Duty framework introduced under PS22/9 requires firms to demonstrate that retail customers can understand the products they are buying. Behavioural research that documents where customers misread cover descriptions or misunderstand exclusion language is directly relevant to that evidential requirement. Your compliance and legal teams should assess how findings map to your specific obligations.
- How long does a travel insurance checkout study take?
- From study brief to delivered report, a focused checkout study typically takes days rather than months. We scope the session to the specific funnel steps you want to investigate, recruit from our existing panel, and run sessions remotely. You do not need to recruit participants yourself or set up testing infrastructure. The timeline depends on the number of sessions and the complexity of the checkout, and we confirm that during scoping.
- Can OpenScouter work alongside our existing analytics tools?
- Yes. OpenScouter is a complement to tools like Hotjar, Maze, or your internal analytics stack, not a replacement for them. Quantitative data tells you where drop-off occurs. Behavioural research tells you why. The two work together. We often ask clients to share relevant funnel data before scoping a study so we can focus sessions on the highest-value drop-off points rather than running generic checkout walkthroughs.
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Talk to a behavioural researcher
Tell us about the vertical, the journey, and the evidence you need. We will scope a pilot in days, not weeks.