Problem diagnosis and finding the cure
AXA PPP Healthcare is a global giant in the health insurance market, with a focus on technical excellence. But despite great products and services, online engagement and customer acquisition were lagging behind expectations. They briefed Equator to diagnose the problem and prescribe a cure.
Investigating the problem
Our discovery phase revealed that audiences for the three sites - UK, International, and ActivePlus - had different motivations and goals depending on their ages, life stages and conditions. The sites weren’t supporting these different goals, and the result was a lot of broken journeys.
We grouped users into types or ‘personas’, based on their priorities and motivations. Then we developed personalised site journeys through content, products and services, steering each site visitor towards their own personal health goals.
"Working within AXA’s global guidelines we designed the new core site, created distinct brand extensions, and managed the migration of all relevant content."
A new platform
While developing the ‘persona’ approach, we identified the need to re-platform AXA onto a new CMS. The existing platforms were powered by a legacy version of Ektron which couldn’t easily accommodate the functionality needed. The logical choice was to move to EPiServer, which offered much more scope while retaining a great deal of synergy.
Results and impact
The end result of our work is three new online platforms, each delivering a consistent and integrated customer journey and seamless user experience. It’s already improving engagement and sales from the UK and international markets, as well as via the health products ActivePlus site.
Our work for AXA PPP Healthcare is a great example of how we can help a business release potential, boosting engagement and ultimately profit. If you have a fantastic brand that’s underperforming because your digital estate isn’t keeping up, give us a call.