nib’s mission is to ‘provide people with affordable healthcare when and where it is needed with world class products and services.’ To deliver on this promise, nib has committed itself to building a website that provides its visitors with advice and easy access to relevant information.
“As a customer-centric organisation, nib strives to offer a compelling personalised experience to our customers,” said Adam Hatfield, Head of Digital at nib. “We appreciated that we needed to do more through our online experience for customers, to ultimately increase the number of website conversions. However, in believing that health insurance should be easy to understand, simple to use and most of all good value, our challenge was to make this a reality via a self-service tool which we offer site visitors.”
This challenge was exacerbated by the lack of internal resource availability at nib. As a result, nib searched externally for a team of dedicated experts who could work as a natural extension of its own team in order to build a conversion optimisation strategy and deliver its promise to visitors.
“Previously, we had run website tests on a limited basis and realised that a more methodical conversion optimisation strategy and testing approach would be required to deliver a truly compelling experience for our customers,” said Hatfield. “Our internal team questioned whether or not the existing test results were conclusive and wanted to know if the limited changes adopted were having an impact on sales.”
In addition, nib wanted to carry out advanced MVT and AB testing and targeting/personalisation but lacked the expertise to do so on their own. To meet their business goals, nib implemented a full-service testing solution in order to leverage outside expertise to develop, track and analyse its conversion optimisation strategy and programme, while continuing its own AB experiments in parallel.
