The direct to consumer shopping experience in Pivot Health acts a marketplace for a variety of health insurance plans.
Healthcare plans are infrequent purchases, so, ideally, users would convert and buy healthcare with us the first time they visit our site.
However, data tells us that 42% users need more time researching their options and come back to our marketplace. We call these users our "Returning Users."
VP of Product, 2 Engineers, QA and Design
2 months for Desktop and Mobile flow Figma, VWO, Heap Analytics, Hotjar, and Google Docs
Design and Research Manager,
Product Thinking
VP of Product, 2 Engineers, QA and Design
2 months for Desktop and Mobile flow Figma, VWO, Heap Analytics, Hotjar, and Google Docs
Design and Research Manager,Product Thinking
Returning Users find it hard to track their previously shared information on the platform. They lose interest going through the same steps again in order to purchase a health insurance plan. This leads to higher drop-offs, lowering conversion rates for the business.
We delved head first into our data and found that —
Users who said they wanted to buy health insurance “immediately” or “within 2 months” were higher intent users.
Returning users were more likely to call our expert healthcare agents.
Most of our returning users have previously looked at a few plans in our marketplace.
Framing a hypothesis that would help us craft meaningful solutions —
If the user sees their information reflected in the user flow when they return, it will build trust in our funnel.
If users have more options to connect with live-agents they are more likely to get help and convert in the overall funnel.
If we created a Quotes page that feels more like a window shopping experience, the users can refresh their memory & get social proof for plans.
We ran a series of A/B tests over 4 weeks to gain more insights into user behavior. A few key tests were —
Creating a custom "welcome back" landing page for returning users to build familiarity. Resulted in 8% lift.
Adding a live chat & schedule-a-call option (through Calendly) to connect users to agents quicker. Increased call volume by 14%.
Showing all previously viewed plans in Quotes page, resulting in a high click-rate but no lift in conversion.
We defined success by the percentage of users that would proceed from the landing page to the Quotes page, overall lift in conversion, and calls generated to the sales center. An internal measure to consider this initiative a win would have been gaining scalable insights that could be used across the funnel.
The key learnings showed us that building trust, social proof, connecting users to real people (a.k.a healthcare agents) and creating familiarity was the best user experience for our returning users. The final solution offered Returning Users with a window shopping experience that reflected their saved information on the landing page and a touchpoint to agents, previously viewed plans, and popular plans in their state on the Quotes page.
Returning Users conversion rate improved significantly within the first month of launching.
The "Welcome Back" returning users landing page saw a significant increase of conversions to the Quotes page.
We improved percentage of calls generated to our in-house sales center of healthcare agents within the first month that led to 400 more sales.
In order to build trust with our users, the design included various touch points (call, live chat, schedule a call) to our healthcare agents which was reflected by sharing agent names & photos. Additionally, the Trustpilot reviews were more easily accessible and visible for users who needed more reassurance.
Addressing headlines to the users first name and showing the plan that they last viewed, remembering their top recommendation and healthcare needs reflected in the plan built familiarity.
To build further on the approach of building trust, we added Social Proof by showing plans that are "best for families" "most popular" in the users ZIP code or "Cost Effective" in their State. This gave users insight into what other people in similiar situations to them were choosing and helped them feel more confident in their decision.
In order to build trust with our users, the design included various touch points (call, live chat, schedule a call) to our healthcare agents which was reflected by sharing agent names & photos. Additionally, the Trustpilot reviews were more easily accessible and visible for users who needed more reassurance.
Addressing headlines to the users first name and showing the plan that they last viewed, remembering their top recommendation and healthcare needs reflected in the plan built familiarity.
To build further on the approach of building trust, we added Social Proof by showing plans that are "best for families" "most popular" in the users ZIP code or "Cost Effective" in their State. This gave users insight into what other people in similiar situations to them were choosing and helped them feel more confident in their decision.