Kyle Fanthorpe | Copywriting. Content Strategy. UX.

Context:
One of our B2B products essentially plugged our B2C application platform into existing employee benefits platforms. Adding life insurance into their employee packages was attractive enough to some of our partners that they frequently subsidized set amounts of coverage for individual employees (with the option for the employee to add additional coverage at their expense). Nonetheless, even with a nominal amount of coverage that was essentially free, roughly half of users that began an application with us through their benefits platform did not complete it. The designer that I collaborated with on this project and I decided to add an additional screen to emphasize the fact that the employer subsidy would bump up completion.

Problem:
Users are not completing their life insurance application through their employer benefits portal, even when it is covered through a subsidy.

Hypothesis:
If we stress the employer subsidy on a screen that we add before the package-select page, it will create a sense that the user is forgoing what’s essentially free coverage, motivating them to complete an application.

Experiment:
Make an extra screen to remind users about their employer-sponsored coverage option using language that creates a sense of urgency.

Results:
We saw that there was a dramatic increase in application completion when we turned on this feature. The completion rate jumped from around 55% to the low eighties. Considering this a successful experiment, we turned it on for 100% of traffic.

Note:
The screen below shows the more subtle orange text that we were trying to emphasize with this change. The screen above appeared right before the one below after a user answered the initial application questions.