The volume and complexity of content on Manulife’s coverme.com website was working against the ability of the site to effectively convert visitors from browsers to buyers.
The key insight was that making information easy to locate is not enough. Shoppers need support to enable decision-making, including a consistent brand experience between product lines and help understanding thick industry and legal jargon.
The overall design strategy was to develop a digital experience that would help customers make informed decisions with a focus on self-service, reducing the need for offline support.
A complete re-architecture and a thorough overhaul of site content was undertaken to address needs and generate awareness of all available options. The new interface brings a customer-centric modern, sophisticated yet approachable design sensibility to the brand, and the new site structure encourages scalable, flexible growth for the bilingual customer base.
Following the launch of the new site online direct-to-consumer business increased from 9% to 20%, unique visitors increased by 15% and online Applications increased by almost 40%.