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The way consumers interact with a brand on the desktop or mobile can be quite different. It is important to remember that while brands strive for a consistent look and feel across all consumer channels, there are certain features and functions that work better together. Different shades of the same colour if you will. Laya recognised this preference and having already utilised our desktop Fruition program, they decided to pivot their existing benchmark study from desktop to mobile.
Doreen O’ Mahony | Digital Brand Manager
Laya Healthcare
Laya had identified consumers were using the mobile site as the primary route to purchase health insurance from them. While this was identified using internal analytics, Laya did not know the reason why and how certain things were happening on their mobile site. Embarking on a redesign of the mobile experience, Laya sought to ensure they were making the right design choices by utilising customer focused evidence to inform every decision (informed by our team). In this way, the healthcare provider came to us for a Fruition study on their mobile site.
Sales are being lost as brands do not know why prospective customers, in market for their products, are visiting their website but ultimately abandoning for a competitor. Poor quote or onboarding experiences, unpersuasive product benefits, difficulties finding content or insufficient help and support are drive trust down and abandonment up while competitors race ahead.
The healthcare industry is highly saturated, and it is a difficult task to choose from all the different providers. Instead of trying to find a needle in a haystack, consumers are faced with trying to find the correct needle in a haystack populated with multiple needles. Which one suits your preferences and desires? Laya understands the overwhelming task and wanted their mobile site to enable consumers to find the right plan. Laya sought to ensure that customers could confidently and effectively find and purchase health insurance plans via the mobile site. Designing a mobile optimised sales funnel to reduce attrition and improve conversion performance was to the core of this objective.
Laya wanted to reduce subjective debate within their team and gain independent validation on the decisions and choices they are making for their online sales and marketing strategy. We argue our third-party approach is highly beneficial, as we let the evidence do the talking, while remaining completely neutral. This is one of the reasons why Global Reviews is highly regarded. We do not sell clients specific products, we use our tools to create results that are tailored to the client, hence, making evidence led decisions, always.
Global Reviews use remote moderated and unmoderated interviews with consumers at scale. To get the most accurate results, we allow our participants to complete the various tasks from the comfort of their own home, with no tensions or biases interfering. The data is gathered in an organic way because realistically, you’re more than likely scrolling through your phone on the couch or just before you go to bed. The client wanted to gain access to unrivalled intelligence to create the most effective and realistic experiences for their target customers.
Laya engage in a global optimisation program which provides prioritised recommendations and benchmarks the data against competition both locally and globally. Global Reviews analysed the performance of their online pathway and benchmarked the journey against national and international competitors. Every client goes on a different journey with us. We engage in both a best practice approach, but also tailor studies for each client depending on where their goals lie.
Research, review and repeat. The Fruition program does not follow a straight path to find the client insights. There are several stops along the way, giving time to review and adapt the journey if needs be. Fruition allows clients to measure their performance, optimise based on Global Reviews insight and intelligence and measure the impact of these optimisations.
Critical content for prospective customers sat below the fold on a mobile device. There were large paragraphs of text without content chunking on long pages which ensured finding key information was challenging. Brands should focus on making all device homepages user friendly, especially for mobile, as the screen is a lot smaller than that of desktop.
Complex navigation and information architecture saw participants struggling to complete mission-based tasks. Prospective consumers found it challenging and frustrating as they tried to navigate throughout Laya’s site. While these are not the positive insights a client hopes to see, they do provide actionable insights to optimise the mobile experience.
The customers’ ability to compare health insurance plans was frustrated by a designed for desktop comparison table not optimised for a mobile device. This was down to the various Laya departments, such as the IT and Marketing teams having opinions on the consumer viewpoint from their respective teams. The breakdown of these silos within a business was critical for future success. Too many cooks spoil the broth, or in this case, design pattern. There was an internal shift in Laya’s internal work culture. The Fruition insights resulted in a shift in internal Laya Healthcare culture with IT and Marketing teams working collaboratively on the implementation of mobile first recommendations.
increase in mobile traffic in the first month
increase in prospective customers choosing Laya as a preferred health insurance provider
in mission-based task effectiveness
Laya are one of Global Reviews’ longest-standing clients, having worked with us since the early 10’s. Clients who have a long-standing relationship with our team enable us to work effectively and efficiently, and working with Laya is no different. We are excited to be working with them currently on their digital renewal journey for their existing customers. With nearly a decade of interactions under our belt, we look forward to our future projects with this Irish healthcare provider. The work we do with our clients can be challenging, and with Laya it is no different, however, the insights we gain from the studies make it all worthwhile. As the Irish saying goes;
“I ndiaidh a chéile a dhéantar na caisleáin” – “Rome was not built in a day”. If you thought website navigation was difficult to understand, try saying that sentence three times fast!
