Variant 1: Light touch approach to existing page, aligning iconography
Variation 2: Using data science to be more intelligent with what order options are presented to customers. In addition changing tone of voice on the titling of each option
Variation 3: More extreme layout change, chunking up options based on stages of travel, aswell as focusing on primary options and promoting other options, before offering selections,
Current test variation: The hypothesis that customers travelling for more than 2 hours are more likely to purchase travel insurance - pomoting this option through badging