Members Own

More trust, better leads, and an 11% market share

“To have people copying us within 6 to 12 months, in a market like health insurance where innovation moves glacier slow, meant that we were seriously influencing our competitors... It was not a KPI in the beginning, but it became one.”

Download case study
Troy Sheahan CEO, Members Own Health Funds

“Customer location” question iterative optimizations

Friction points
  • No personalization or dynamic content based on segmentation
  • Hidden and moving information with accordion layout
  • Main call-to-action below the fold
  • Not touch-friendly
  • Poor mobile experience
  • Lack of product information and trust markers
1
Results: Baseline experience
Gamified buttons
Removed the original dropdown method of capturing the customer’s location to make it visually interesting while allowing them to take action with one click. (Conversion Library™)
1
One action per page
Focuses customer’s attention on making one action at a time, instead of multiple questions per screen (Conversion Library™)
2
Side panel
Added optimized buttons that help explain the options to customers to inform them about the service and products. (Conversion Library™)
3
Results: 35% uplift in conversions
Responsive layout
Research showed customers were confused with end-to-end progression, added to set expectations (Conversion Library™)
1
Personalization
Displays the first answer from the customer, providing some immersion to the customer as they can influence the interface (Conversion Library™)
2
FAQs
Answers frequently asked questions and provide hints and tips to help customers complete questions (Conversion Library™)
3
Optimization tracker
Provides feedback to the customer when they answer questions and lets them know the responses lead to an outcome or solution (Conversion Library™)
4
Dynamic social proof
This component dynamically loads testimonials from similar segments so that the content is contextual to the customer (Conversion Library™)
5
Input optimization
The previous state selector buttons were not converting well as some of the state buttons were too small to click/press (Conversion Library™)
6
Results: 6% decrease in conversions
Touch-optimized buttons
Removed the original dropdown to provide a richer responsive experience on desktop and touch devices. (Conversion Library™)
1
Reviews integration
Displays live review content from popular review platforms and generate trust from social evidence (Conversion Library™)
2
Gamified personalization
Inspired by games, an avatar of the customer is displayed prominently to provide a sense of immersion and interaction (Conversion Library™)
3
Results: 66% uplift in conversions
Optimization tracker
The optimization tracker was iterated over many versions to be more informative with a layout that’s easier to digest (Conversion Library™)
1
Question summary
Provides the customer with transparency of questions they’ll be asked to alleviate journey anxiety.
2
New side panel
Updated the side panel to contextualize the question so that the layout is more straightforward and clearer to read. (Conversion Library™)
3
Results: 89% uplift in conversions