When we launched a website in January of 2016, the core of the project was completed in about 8 weeks. This was an amazing feat, but it definitely meant not everything got the attention it deserved.
Version 1.0 Empty everything onto the product page
A major struggle of the insurance industry, not necessarily unique to the industry, is how much information to display on the product page. These pages are the jumping off point for an individual to make a transaction with Seven Corners. With all the variables, options, exclusions, etc., it can get info-heavy. In our sprint to get it online and building revenue, we pretty much went with a decision to display EVERYTHING! That meant, display all the info, allow our customers to browse, research, read insurance benefits and exclusions until… maybe they became paralyzed with indecision.
I did some testing and confirmed this. Not all, but many Seven Corners customers were getting a bit lost on the page. With the detail overload, they weren’t able to decide what was really important and how to discern what pieces of information would help them pick one plan over another. We have many improvements to make, so let’s break down some of the main offenders.
- The plan title and descriptor got lost in the hero image
- The number of benefits displayed was overwhelming
- The customer could still have questions this page is not answering
Version 2.0 A Kinder, Gentler Interaction
We added some white-space, right? Looking a little closer, here’s what I did. I edited the plan benefits to highlight those most asked about by our customers, and those that really make a difference when you are traveling.
The next step was incorporating an FAQ to provide a front-line level of customer service. These were placed near the bottom, alongside a customer satisfaction promise.
New design in hand, we’re going to run it through some moderated testing to see if we are on the right path. I’ll use a mix of customers who are familiar with travel insurance, and some who are new to the category.
Results: My hypothesis is that we will see a decrease in transaction times, fewer dropouts and a higher visit to purchase ratio. If we decide to ask for more subjective measures such as satisfaction, I suspect those will be improved as well.