Speed To Market
Open enrollment periods provide a narrow window for insurers to acquire new policyholders. Just two months prior to the next enrollment period, a major health care insurer selected Leapfrog as their digital partner. The insurer's past efforts had been frustrated by limited testing opportunities, lack of effective personalization and challenges associated with compliance review.
Implementation began immediately with an extensive dive into existing data. Utilizing the proprietary LFX Conversion Platform™, the Leapfrog team integrated information from six different client data sources – defining operational requirements, assessing past results and developing strategies to improve performance.
Enhanced User Experience
Quickly identified: the opportunity to speak to prospect segments more personally. Content and publishing workflow was defined, with focus on managing for both speed and scale. Using UX best practices, a new website template was designed featuring stronger visuals, linearized content and enhanced messaging. A key enhancement: a responsive layout with a mobile optimized lead form, including click-to-call functionality.
As with all regulated industries, content needed to be reviewed for compliance. Leapfrog's solution was to create components – headlines, positioning, snippets, offers – later assembled into a myriad of landing pages. All were developed in time for advance compliance approval.
Testing was built into the programs foundation including personalization, A/B and multi-variant testing. With a pulse on analytics throughout the open enrollment period – greatly assisted by Leapfrog's visualization tools and dashboard – conversion optimization was continuous.
A greatly enhanced customer experience yielded an immediate uptick in response, as well as critical insights into prospect behavior.
landing page experiences created and optimized
higher conversion compared to control
increase in lead submission with new form design
Quality control exceeded, all on-time and on-budget
Interested in winning together?
We'd love to hear from you.