In April 2011, Equator was tasked by Health-on-line to design
and develop their new website, paying particular attention to
creating a quote-and-buy tool which clearly communicated the
flexibility of their modular product and helped users feel in
control of their choice by understanding exactly what it was they
It also had to be effective enough to collect more visitor names
and contact details, improve the lead development process and raise
the visit-to-lead rate by at least 50% in the first 8 weeks after
Our job was to do the following:
- Create the best quote-and-buy tool ever
- Increase lead generation
- Help Health-on-line boost sales
Putting the user in charge of price was going to be a game
We began by reviewing the product and online selection process,
given the central role this has to play in lead management. The
quote-and-buy tool would Health-on-lined the key to the product's
Initial consumer research revealed how people search for health
insurance online. Consumers typically look at 8-10 providers and
compare cover and price. However, it is difficult to compare as
these are not presented uniformly, so the process is frustrating.
Ideally users would prefer to define their own specification.
Complexity in HEALTH-ON-LINE's quote-and-buy tool was a major
obstacle to success. Consumers didn't understand the choices on
offer, partly due to layout, partly in the way they were described.
Getting the language right in insurance is difficult, thanks to
many compliance constraints; but we thought there must be a way to
do this in plain English.
We decided that the quote-and-buy tool should be presented as
simply as possible and placed on the homepage to ensure that no-one
missed it. We did not want to risk losing leads by forcing users to
click through to it.
Once users arrive at their quote, they are able to play with the
price. The initial price is attractively low, but not as low as it
can be, allowing users the opportunity to reduce it further by
changing aspects such as the excess. They can also raise the price
by adding various extras to personalise their cover.
Once we had our basic design for the quote-and-buy tool, the
next step was to test it as a working prototype. A set of tasks was
designed for the prototype to examine each stage of the
quote-and-buy process in usability testing.
Users loved being in charge of the price - this was something
they couldn't get elsewhere. It made them feel in control. Users
were impressed that overall, the process was very manageable and
straightforward - something they had never experienced with any of
The quote-and-buy tool was designed to create more leads for
HEALTH-ON-LINE and we were confident it would do exactly that.
Of course the quote-and-buy tool was not the only significant
improvement on the new website. It was vital to ensure that the
site was optimised for key health insurance search terms,
delivering more leads into the quote-and-buy tool. We ensured this
by writing content around key comparison and health insurance
There was a huge rise in the visit-to-lead rate from launch in
September - from 4.7% pre-launch to 8.6% in the first month.
Between December and January, we managed to raise this much further
from 8.1% to 23.3%. This represents a staggering 500% increase in
During the campaign, Health-on-line gained 10,000 new leads,
compared to the pre-launch average of 6,000. This led to extra
revenue of £400,000 - a significant increase indeed.
The site was also awarded the Plain English Internet
Crystal Mark. None of the major health insurers currently hold this
We couldn't be more pleased with this result. We're happy, the
client is happy and evidently, so are Health-on-line's