Kyle Fanthorpe | Copywriting. Content Strategy. UX.

Context:
In this example, the metric we were focused on was “applications started.” At this point, we had built a more robust lifecycle campaign that reminded users to come back to an application they previously started, accept their policy offer, provide us with additional details, etc. So, this quarter we shifted our focus to more “getting users in the door” rather than solely on completing an application. Our idea was to create modular content we could experiment with to encourage people to begin an application with us using value props, interactive tools, and FAQ content to encourage them to start.

Problem:
After reaching the package-select page from answering the initial interview questions, users are not starting an application.

Hypothesis:
If we commit real estate on the package select page with additional modules that include benefits, educational tools, and FAQs, users will be more likely to start an application.

Experiment:
Create modular content that touches on the items above to incentivize users to start a life insurance application, which includes writing the content and building a “coverage calculator tool” embedded on the page.

Results:
In terms of “applications started,” the package select page with the additional content and tool beat the control that didn’t include these items by about 50%. We observed that users that interacted with the content were much more likely to start their application than the ones that did not seem to engage with the modules. This feature was turned on for 100% of traffic.

Note:
Below are the other content modules created for this experiment. The coverage calculator was an embedded tool that cycled through a few additional questions and surfaced a recommended amount of coverage in order to reassure that they were picking the right amount of coverage on the packages above. My design partner and I created the logic for this tool’s calculation by talking to a couple of our own insurance agents to come up with a few simple questions to give a user a rough ballpark estimate. This took into account the average cost of raising a child over 18 years, the amount of income an applicant would need to replace, the length of time this coverage would be needed, etc.