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our work: A simpler online sales process
The brief
Review the client's current online application processes and develop a 'best of breed' approach to the customer journey. Focus on the needs of the customer from both a 'personal information' perspective as well as established online shopping patterns.
The approach
HeathWallace worked closely with our user research partner who are experts in online usability testing and analysis of customer behaviour when shopping online. By focussing on the goals of the customer, HeathWallace were able to reduce the 'time to quote' and remove the need for personal information to be supplied up front (a common customer complaint).
The design phase
There was an established online brand so the focus was on updating the application forms with a fresh, easy to navigate look and feel. Particular attention was paid to ensuring customers have a clear view of what their 'next steps' are during a process and where they are within it.
The outcome
Usability testing was very positive with consumers reacting positively to the changes made to the application process. Minor revisions were incorporated as a result of feedback and HeathWallace worked closely with a third party supplier to implement the tool.
9th October 2006: New online application launched on schedule, within the first month of operation the number of policies sold increased fourfold from the previous month. The new sales tool continues to outsell the old one by approximately 4 to 1.