LEADING INSURANCE COMPANY

Uncovering the Root Cause of Low Conversion Rates to Unlock Continual Growth

Summary

A leading insurance group was attracting thousands of new customers each day with a digital-first fast insurance claim service.

By providing free, no-obligation quotes in minutes, they were delighting customers with the opportunity to gather the information they needed, exactly when they needed it.

But, while traffic to the quote tool was exceptional, they were seeing a dip in quote yields and overall conversion rates, and failing to hit defined benchmark goals crucial to proving the tool’s ROI.

Services

Agents wanted to be more proactive in engaging customers in magical and personalized ways.

Challenge

After doing a deep data dive – using both qualitative and quantitative techniques – we discovered that the majority of drop offs weren’t caused by loss of interest or engagement.

 In fact, consumers were abandoning the process moments before clicking the, “I’m ready to complete my quote” button. Why would users go through the trouble of filling out 99% of the form, only to abandon the process right before getting the information they originally sought? Desperate to prove the tool’s value, the marketing team needed to figure out what was causing the customer experience breakdown.

Elite cardholders delight in superior service. Our client provides each cardholder with a dedicated concierge they can contact directly to meet their specific needs — whether that’s dealing with a stolen passport or making dinner reservations. Agents provide value by saving their cardholders time and money, but they also needed the ability to work more efficiently behind-the-scenes. Agents wanted to be more proactive in engaging customers in magical and personalized ways, like sending flowers before a known anniversary or offering a tailored trip idea based on noted preferences.

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Solution

Right off the bat, we had two main goals: To increase auto leads and conversions through improved UX design whilst also responding to and planning for future market and environment changes.

The first step was to holistically measure the full customer journey to understand barriers to conversions and better identify customers who were more likely to choose the insurance group. We executed a tactical analysis of the existing experience with all stakeholders and conducted interviews with consumers. This enabled us to discover that the last question in the quote-request form – one that asked the user if they’d like to enter information to receive additional insurance quotes – was causing feelings of exhaustion and frustration for potential customers. Instead of marking “No,” and continuing on, they simply bounced away from the site – and, likely, with no intention to return.

The identification of the root cause contributing to churn allowed us to redesign the user experience through a series of collaborative workshops, wireframes, prototypes and user testing, all informed by persona and demographic-based insights.

As we partnered with the insurance group to launch the improved experience, we created an analytics infrastructure to drive insights that enabled all design and development teams with full visibility and, therefore, accountability for the entire customer journey. Additionally, we worked with stakeholders across teams to define internal product benchmarks to better track performance of the product and design changes against desired unit and business outcomes, and establish strategies that enabled integrated planning for more efficient and effective cross-functional collaboration long-term.

“Love the ease to find a card number – previously if I’m working on email I have to go find the card number for my client manager in a spreadsheet or rolodex card then pull up the profile – this is great.”

Consumer Relationship Manager
results

By discovering the root cause of churn – the last question in the quote-request form was causing exhaustion and frustration for potential customers – we were able to develop potential solutions, test them, and rush them into market.

That joint work and collaboration with the client to improve design and digital marketing efforts resulted in an 87% increase in auto leads in 2020.

This endeavor set a new standaAs we solved for the insurance group’s specific pain point, we also established new processes to cultivate a continual growth mindset and power agile innovation and improvement for years to come. By co-creating the analytics infrastructure, product benchmarks, and innovation workstreams, we: 1) Helped the insurance group reach alignment on allocating and planning for iterative design and testing for future product developments, and 2) Incorporated continuous testing as part of the development cycle.

With the foundational work complete (or always on for evaluation and analysis), we’re moving into the next phase of our partnership to fuel growth within their existing market and transform their customer experience to lead market demand overall.

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