Check the acquisition promise
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Direct Line Insurance Group Plc · iOS
Explore the ad evidence, study the storefront, and build your next acquisition hypothesis.
01 / Creative research
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Explore apps with direct store-link matches. Compare their hooks and formats without assuming the same approach works here.
Browse observed advertisers ↗Store rankings and revenue estimates describe market context. They do not establish ad spend, conversions or ROAS.
Review the market context ↗02 / Storefront & product
Study the product story and store experience behind the acquisition funnel.
03 / Market context
Keep revenue, downloads and store rankings separate from advertising performance.
This app and the system they have is very annoying. It records my journeys on my bike and occasionally when I go for a run and if I don’t go on in 72 hours and say it wasn’t a drive I get marked down. The same issue when someone else drives (not juts my car but any vehicle/bus) and if I don’t remember to go on the app every time I get marked down. The system seems a little bit broken after using other systems like a black box in the past to monitor my driving.
I always get harshly marked down for ‘Road Risk’, which I find extremely unfair as that is just the area I live in and I can’t help that. I always drive below the speed limit and never have any sudden breaks yet I get harshly marked down on ‘smooth driving’. I even get marked down for ‘time of day’ for when I drive past 17:00 which is ridiculous because that’s when most people finish work. I get told by the app to drive alternative routes to go on safer roads when a lot of the time the roads I drive on are 20mph!!!!!!!! And it would be a massive inconvenience to take an extra long route and probably more dangerous if anything because I would be on the road for longer and on an unfamiliar route! Also I get marked down for listening to music in the car which I find so so stupid because if anything music is probably safer that listening to radio and you’d get more distracted trying to listen to people talk about politics or something. Terrible app, I hate it so much and so does everyone else by the looks of the reviews. Also I forgot to mention how when i come home after a drive, it keeps recording that i’m driving for another 5 minutes and then marks me down for being on my phone. It also marks me down for using a GPS on my phone too whilst driving which is stupid because it’s more unsafe if i don’t know where i’m driving and just guessing.
It seems extremely strict on some categories, particularly the smooth driving. That just shoots up and down, and is particularly frustrating when you GENUINELY have to brake hard, and it assumes that’s you just coming to a stop and braking far too harshly. Also, the fact that journeys automatically register as if you were driving if you don’t do it manually within three days is pretty irritating. I understand there may be no other way to resolve this other than make all journeys require you to register them all yourself, which could be a hassle, but I take the train to university and if I forget to open the app, it reckons I was driving and thus my score (again, particularly smooth driving) zips down into the red zone. Mine typically sticks to the bottom/middle of the green, say 80, 85, but if I don’t use the app for a few days (during which I take the train, get lifts from other people, etc) all my scores shoot down and then I have to consciously drive very robotically and also ensure that I consciously open the app and register the journey after every single drive, regardless of its distance or length.
This app is for Churchill DriveSure customers with app-only insurance. Unfortunately, it won’t work if you need to have a black box telematics device...