How an Insurance Company transformed Customer Experience with Contentsquare's UX Optimization

How it all began

Our client, a leading company in the insurance industry, is continuously striving to improve the customer experience on their digital platforms. In this context, the company asked us to help them analyse and optimise one of their key landing pages. This case study explains the process and results of these optimisation measures, which we developed with the help of the UX optimisation tool “Contentsquare”. 

This project focused on analysing a “Report a claim” landing page. The landing page is a central component of the client’s online marketing. It is used to inform existing customers and lead them to conversion. “Conversion” in this case means that customers decide to report their claim online via the available online route and not by telephone via customer service. The aim is to reduce the amount of personal time spent on the phone and, with the help of digital claims reporting, to automate the process to a greater extent and utilise resources more efficiently.  

How we proceeded

The insurance company used Contentsquare, a leading platform for UX analysis, to gain comprehensive insights into user behaviour on the landing page. Before we started the corresponding analysis, we held an initial meeting with the client. In this meeting, we were introduced to the user journeys to be analysed and the desired user journeys. We also discussed the requirements and objectives of the desired analysis. In addition, we send our customers a short form in which various information about the analysis request is provided, including hypotheses already established, the respective URLs to be analysed, the format in which results are to be delivered and more. 

Testing existing hypothesis with a first Contentsquare analysis

For this analysis, the insurance company had already formulated the following hypotheses, which we subsequently tested with the help of Contentsquare: 

• Users find it difficult to find their way around the site  

• Users do not know where exactly (in which category) they should report their claim  

• Users often jump from one category to another   

• Online claims reporting takes too long and is not convenient (feedback from the customer service: customers prefer to call) This hypothesis was tested at a later stage as part of a qualitative study. More about this here.
  

These hypotheses resulted in the assumption that unclear call-to-actions (CTAs), difficulties with navigation and the sub-optimal placement of content lead to low conversion rates.   

The analysis therefore included, among other things:

• Click behaviour  

• Scroll behaviour  

• User journeys  

• Heat maps 

Second analysis after optimisation actions

After implementing the optimisation actions, we conducted another Contentsquare analysis a few weeks later and found some positive changes on the landing page, including: 

• The number of users going further from the landing page to the respective damage funnel increased by 56%, especially for one of the most used funnel.  

• The click rate on one of the vehicle damage reports has increased by 25%.   

• The number of users who continue from the landing page to one of the advice pages (unwanted journey) was reduced by almost 77% thanks to the clearer page navigation. One of the longest journeys, in which users jumped back and forth between reporting an damage and the previous landing page, no longer occurs.  

• By changing the positioning and the CTAs themselves, the click rate was also increased by 25%.  

• The exposure rate of the individual insurance areas and respective CTAs increased significantly due to the new structure of the page with the help of tabs.   

Results and outlook 

The optimisation of the landing page with the help of Contentsquare proved to be mostly successful. Some user pain points were resolved and the goal of reducing telephone contact was achieved. Nevertheless, there are also some findings that were unexpected and offer further potential for more in-depth analyses that can be carried out in a next step.