Why choose Australian Unity as your healthcare provider?
the problem
64% of Australian Unity users who generated a quote were not clicking through to the recommended cover options. One of the most popular actions after users generated a quote was to escape to the Contact and Why Choose Australian Unity pages.
The recommendation page already has a dedicated section highlighting the benefits of ‘Why Choose Australian Unity’, but only 18% of desktop users were reaching this point given its positioning on the page.
the solution
New users are basing their application decision on what they read on the recommendation page and are not aware of the key benefits of joining Australian Unity.
the outcome
By educating users earlier in their journey of the benefits of joining with Australian Unity, users were more likely to complete their application:
54% increase in users starting their application
24% increase in users completing their application
How can we prevent users abandoning their cover?
the problem
Only 36% of Australian Unity users who interacted with the quote recommendation tool were clicking through to a health cover product. Heatmaps demonstrated that there was high engagement with users editing their details and filtering the recommendations based on cover type.
the solution
To prevent users from u-turning, the functionality was added to the recommendation page to allow user to edit their quote without the need to restart the quote recommendation process.
the outcome
By allowing users edit their details directly on the recommendation page, this test saw:
+4% increase in private health insurance product page visits
+8% increase cover applications started
Educating users about their cover extras benefits.
the problem
Only 30% of users were clicking through to a product from the cover recommendation. The results of previous tests have demonstrated that users are more likely to start and complete their application when they are aware of the benefits. Unfortunately, a lot of this information is only visible to members once they have joined Australian Unity.
the solution
Prospects are price conscious and are persuaded to start their application when they realise the additional value they get from their cover. By educating users earlier in their journey about the benefits of joining, more users would be likely to complete their applications.
the outcome
BProspects were interested in knowing what extra value they can get as an Australian Unity member. The more specific and visible this information is available to them in their journey, they more likely they are to apply.
+3% increase in private health applications
+2% increase in users starting their application