Life Insurance Funnel
At Money.com we specialize in affiliate marketing and conversion optimization. This life insurance funnel is the culmination of many iterations and tests we've run to diagnose issues and prescribe remedies.
Notable enhancements that improved downfunnel conversion include the progress bar for gamefication and accomplishment, Sara the helper for brand authority and trust, animated buttons on step 1 to initiate engagement, and animated loading screens to maintain the feeling of progress and prevent drop-off before results.
Goal
Design a funnel to gather customer PI and optimize it to boost conversion rate.
Analysis & Solution
Analyzing funnel drop-off using Amplitude we applied iterative design and quantitative research to maximize it's potential. Changes design changes that were individually tested against a control that showed improvements included:
- Re-ordering the questions to establish click momentum
- Progress bar for wayfinding
- Loading interaction between questions to maintain momentum
- Security Assurances for entering PI
- Helper text from "Sara" in order to create trust and educate the skeptical user
- Interaction design of bouncing buttons to initiate flow
- Responsive design adjusted for mobile
Each change implemented was incremental but when added up, the funnel received a whopping 7.2% boost in Click-to-Lead.
