Lemonade has publicly released data on its first 48 hours in operation post-launch. Highlights include quote-to-payment conversion of 14.8%, demographic data, and information on switching from larger carriers such as State Farm, Allstate, and Geico.
The first thing we noticed early on was that although our traffic was mostly coming from media coverage, Hacker News and Product Hunt (non targeted, low intent) our conversion stabilized at 14.8% — from quote to payment. Looking at our homepage performance, further up the funnel, we have our primary Call To Action button which gets users to the pricing flow. Our conversion on this page went through the roof with almost 30% Click Through Rate (CTR). I believe that the brand colors (or lack of) and the glorious pink button help users focus on a single, clear action to take.