Manulife Financial asked us to assist its client, CAA, with the redesign of the brand’s insurance website, the objective was clear: build product awareness and provide potential customers with relevant information that would lead to an insurance purchase. At the time, the site offered the ability to get a quote and to apply online. But, potential growth was hindered by low customer engagement, which was evident by the high exit and bounce rates for pages in the conversion path.

Insight

Based on stakeholder and customer interviews, Delvinia concluded that customers need to feel confident that they are fully informed before buying, and that transacting online will be easy and secure.

Strategy

Delvinia saw the path to an improved digital experience by designing in a more customer-centric manner, addressing obstacles in content and flow on the website.

Action

First, we sharpened vague or ambiguous content and reduced content on overpopulated pages in order to make it easier for potential customers to select the right insurance option. Then we addressed transactional and usability issues by implementing a number of key upgrades to site functionality, shortening the time and steps required to transact.
In this more customer-centric design, the home page acts as a key gateway for the new site. Important information is located above the fold and a call to action is provided at the end of every page, and constantly throughout the site. In this way the site targets the needs of the customer and entices the visitor to take action. The end customer can access any part of the site from the gateway page.

Results

Since the redesign, the number of online applications has increased by 33 percent. The number of users seeking a quote has risen by 26 per cent and the requests for brochures have increased by 8 per cent.
The improvements to the site have also resulted in substantial reductions to the exit rate (the percentage of visitors who left the site from a specific page) for the Apply Online (67 per cent reduction); Get a Quote (6 per cent) and Brochure Request (41 per cent) functions.

To see this project live, please visit www.caahealth.ca.