Case Study – SureHealth
Summary
Our usability analysis for the SureHealth website aimed to increase the completion rate of applications and enhance overall front-end usability. By analyzing user interactions through recordings, eye-tracking heat maps, scroll heat maps, and traffic analytics, we provided actionable recommendations. These recommendations focused on improving navigation, reducing drop-off rates, optimizing call-to-action buttons, simplifying content, and reorganizing the product landing page.
Background
SureHealth is a health insurance provider in Canada, offering a range of individual health and dental insurance plans. The company emphasizes customer support and easy-to-understand coverage plans, making it a popular choice for individuals and families seeking supplemental health insurance.
SureHealth approached us with the goal of increasing user engagement and completion rates for applications, quotes, brochure requests, and contact forms on their website. Their secondary objective was to enhance front-end usability to provide a more intuitive user experience.
The Strategy
Our strategy involved a detailed observation and analysis process using several tools.
We identified key issues affecting user experience, such as insufficient call-to-action prompts, a reliance on scrolling, and redundant content. Our recommendations included:
- Enhanced Navigation: Shift from scroll-based to click-based navigation for better user control.
- Prominent Call to Action: Add and optimize buttons to encourage user actions.
- Content Simplification: Relocate or remove seldom-seen content to reduce clutter.
- Product Page Reorganization: Simplify the product landing page with concise plan details and comparison tools.
The Results
- Funnel Completion Rates: Increased from 21% to 29%, indicating more users completing actionable tasks such as quotes, brochure requests, and applications. This increased insurance applications by 38%.
- User Engagement: Enhanced through more intuitive navigation and clear call-to-action buttons.
- Content Visibility: Improved by reducing unnecessary scrolling and making important information more accessible.
- Reduced Page Exits: Reduced the number of users that left the site from the “form review” page (/AppReview) from 10.7% to 4.2%. This page is last step before the payment information.
- Improved Navigation: Users are using the dropdown menu more often.
By aligning the website with both user and SureHealth’s objectives, we achieved significant enhancements in usability and conversion rates. These improvements resulted in a more efficient and user-friendly website, effectively meeting the needs of both SureHealth and its users.