Uploaded byRandall Snare
Agile in action | Our process for optimising conversions
IQ Content redesigned the health insurance funnel for an Irish company facing low conversion rates. The redesign focused on improving user experience by simplifying product comparisons and enhancing the clarity of language used in the interface. As a result, conversions increased by 888% in the first week and have since consistently tripled, demonstrating the effectiveness of strategic engagement and collaboration throughout the project.
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Agile in action | Our process for optimising conversions
- 1. Agile in action Our Process for Optimising Conversions
- 2. Who are we? iQ Content Interaction designer Content Strategist (not pictured)
- 3.
- 4. The project One ofIreland’s insurance companies hired us to redesign their health insurance funnel.
- 5. The context This companywas under a lot of pressure. They were partly state owned, and the state (Ireland) wasn’t doing so well. They had to increase sales and their offline sales model couldn’t support that number - unless they hired hundreds more call centre staff. This was a high pressure project.
- 6. The problem a 1% conversion rate
- 7.
- 8. A closer look Theproblem came early: 78% of people dropped out between step 1 and 2 of the funnel
- 9. When they gothere. . . . . . they left.
- 10. The pogostick What doesit mean? . . . Users went back and forth between pages
- 11. The desire tocompare
- 12. We user tested THE TASK: Buy health insurance for you and your family.
- 13. “It’s not obvious what the differences are”
- 14. Impossible to compare Product X Product Y Product Z People had to go deep into a plan to get the details. And getting to another plan from there wasn’t easy.
- 15. Memory overload Product X: Product Y: Features Features Costs Costs Name Name T&C’s T&C’s
- 16.
- 17. The value ofstrategic engagement design around too many products vs change the product strategy This is why it’s so important to integrate yourself with your clients. It’s not enough to put a pretty design on something - the web has changed business.
- 18. The paradox ofchoice “A colleague of mine got access to investment records from Vanguard, the Barry Schwartz: http://www.ted.com/talks/ gigantic mutual fund company of about barry_schwartz_on_the_paradox_of_choice.html a million employees, and about 2,000 different workplaces. And what she found is that for every 10 mutual funds the employer offered, rate of participation went down 2%. You offer 50 funds, 10% fewer employees participate than if you only offer 5. Why? Because with 50 funds to choose from, it's so damn hard to decide which fund to choose, that you'll just put it off till tomorrow. And then tomorrow, and then tomorrow, and tomorrow, and tomorrow, and of course tomorrow never comes.”
- 19. How we makedecisions Pete Lunn: http://bit.ly/eQxx5i “Our decision making is hugely influenced by subtle little cues about the decision making of others around us”
- 20. Finding what your audiencecares about Site search terms categories 2% 1% 2% 6% 14% 53% health terms (like 23% “pregnancy”) Health Product Tools Product related Claims Other VHI Most people searched for what was relevant to them, instead of plans in their entirety.
- 21. Confusing product descriptions “Health “Hi-Tech Maintenance Hospital” Organisation” “Pre-Existing Condition Exclusion “Excess” Period” But the language was inaccessible (in the sense that no one could understand it)
- 22. We user tested “I wouldn’t know the difference between a private hospital and a high tech hospital. I’d probably put it in for the craic.. . . Before I’d commit, I’d call them and ask them what it means.”
- 23. Our process, oursuccess Interaction Content design The sweet spot Our process meant that we were working together throughout the research phase as well as the design phase. And as you can see, the interaction and the language are one and the same. Our ‘specialties’ are for our sake, not the design.
- 24. They had along form
- 25.
- 26.
- 27. Content was isolated Purchase flow Content
- 28. The good part(the design)
- 29. It started withdestruction We started our design ‘sprints’ with some content deconstruction.
- 31. Taking the plansapart for our users’ sakes. Site search terms categories 2% 1% 2% 6% 14% health terms 53% (not branded 23% ones) Health Product Tools Product related Claims Other VHI We did this because people were searching for things inside the plans. So we took the plans apart.
- 32. The bog standardhealth plan description Meaningless titles, the important information is a list without details.
- 33. Something radical Remove the head
- 34. Something radical Remove the head
- 35.
- 36. Conceptual . .. This was important - the plan was no longer a plan, it was information about elements of the plan. And they were optional - you could read about them if you cared about them; skip them if you didn’t.
- 37.
- 38.
- 39. Form design ...we had a fight on our hands
- 40. Reducing form fields 44 21 Win!
- 41.
- 42. We didn’t winthem all
- 43. Getting the right peoplein the room We didn’t win those arguments because marketing weren’t in the room. So talking to the right people is as important as your design - because you approval for that design from those people.
- 44.
- 45. Form design principles No global navigation, exit points, or distractions
- 46. Form design principles Usersare well oriented
- 47. Form design principles Reducing cognitive load
- 48. Language Fun with legalese Dated eligible receipts on headed We will pay benefits up to the paper will be necessary to avail of level covered under the plan of this benefit. which you are a member at the time you receive treatment subject to any applicable waiting period, exclusion for pre-existing conditions or supplementary exclusion period. A €75 excess per episode of care on private and High-tech hospital treatment applies.
- 49. Set the tonewith specifics Simple Warm ?
- 50. Less like .. . More like . . . Tone descriptor Less like . . . More like . . . Simple . . . staffed by Qualified nurses qualified nurses are available who supply around the clock to information on a answer all your wide range of medical questions. medical conditions and queries This chart comes from Content Strategy for the Web, by Kristina Halvorson
- 51. Tone descriptor Less like . . . More like . . . Warm Subject to prior Make sure you get approval and approval for the satisfaction in full treatment before of specified criteria you have it done. Weʼll outline all the criteria for elective treatments in your policy starter documents. Notice that the better text is longer - because it needs to be.
- 52.
- 53. Humans respond to otherhumans
- 54. Example content “ When you go on holiday or a business trip abroad, you're still covered. This means we'll cover €65,000 for the following: • Emergency treatment you may need while you're abroad. Your trip abroad must be less than 180 days. • Elective treatment abroad (give us a call to check which treatments we cover) ◦ Surgeries - ones that are available in Ireland and ◦ Treatment not available in Ireland. Make sure you get approval for any treatment or surgery before you get them done. Setting a scene is simply sentence construction. Images are far easier to remember - and there are lots of details to remember.
- 55.
- 56. In the firstweek, conversions increased by . . . 888% . . . and since then, we’ve consistently tripled conversions
- 57. Set an objective Everyone has the same goal This is an easy one - but essential. Setting a goal means everyone in the room has a point of reference, and something that they’ve all agreed on.
- 58. No surprises Nothing wasthrown over the wall - the team worked together so that they knew what was going on every step of the way.
- 59. Clients with usevery step of the way which means they won’t say no to scary stuff Clients helped us as subject matter experts - we couldn’t have designed well without them there. And they could also see our reasoning, which meant we had greater buy-in. Having the clients in the room is essential to our process.
- 60. Avoiding politics Every companyhas politics. If you’re working with them, best to be aware. It’s a balance between workshops with everyone in the room, and one-on-one information gathering.
- 61. Lots of inputcan mean chaos Input
- 63. Thank You Randall Snare:@randallsnare Ruairi Galavan: @ruairi_galavan iQ Content: @iqcontent