HBF Health Insurance
MEDIA, STRATEGY & E_COMMERCE
HBF is a private health insurance company based in Perth, Western Australia. HBF is Western Australia’s largest health insurance provider and also offers general insurance products including life insurance, car insurance, home insurance and travel insurance.
HBF was created to bring the best healthcare within reach of ordinary Western Australians. Since then, generations of lives have been transformed, and even saved, thanks to the care they have received as HBF members.
During 2020 HBF went through some internal structural changes – working with a very lean internal marketing resource. To deliver extra capacity I was asked to lend my consultation services and look at specific problem that had recently be uncovered.
HBF were suffering from a conversion rate drop on health insurance orders. With limited resources but big concerns for the performance of such a high profile product I provided a full investigation try to identify the issue.
The good news is the issue was fixed – below provides a summary of each component part:
Initially I reviewed the prospecting strategies – how users were captured and directed to the website. In the first instance this involved an audience review to ensure maximum efficiencies are being applied to the programatic buying approach – looking at the data and how the data modules are being used. This will also include the reach and frequency rate to determine if the media budget is being applied correctly. The conversion rate is not just about getting audience numbers on the website it is about getting the right audience on the website.
The same breakdown and data analysis was applied to all above the line marketing. Utilising tools like Google Webmaster to track and evaluate any Search Engine optimisations that could be applied. Then Google Ad-words to review how the paid search could be better spent – are there any exact match key terms that can be pulled out onto their own strategy, do landing pages need to be better optimised.
Not only was there a review into what audience are seeing the ads but also into the ad messages themselves. A & B testing provided a strong indication of what ad messages appeal and provide the best click-through. With the right tracking process in place this can be drilled down into which ads have the best conversion rate.
The Facebook and Banner remarketing should take the user on a seamless journey inserting them back at the next stage down the funnel or cross selling other products. These protocols were assessed for their effectiveness, relativity and intuition. This also included any e-comms which were being sent out during the buying cycle. Were pending insurance renewers being actively engaged with electronic communication?
There were two areas which had the highest pay off in improving the conversion rate. The first was the acquisition stage – more specifically segmenting the audience to the correct messaging. Secondly an intuitive sales process that presents the most relevant information at the right time. I provided a strategy for the both areas with the suggestion of further discussion into programatic buying and audience messaging segmentation.
Content is important but context is king. Activity establishing context is the best way to begin in improving the conversion rate. Targeting the right message for the user context, at the right time. Making the information presented to the user highly relevant will have the biggest pay-off. This is done through making landing page content that revolves around customer data and behaviours, through a context-driven content system that anticipates the customer journey.
The best way to qualify audience context is buy tracking user actions. For example if a user engaged with key content, searched for products and created a quote they have qualified themselves with data that can be used to identify their context.
Once we knew relevant context for that customer and that type of customer, we can focused on creating more opportunities to push the customer further down the funnel. Each time they return the information was smarter and more relevant.
The above approach can also be used to help direct remarketing strategies to a tailored audience.
Next down the funnel was the landing pages and the user experience. There were areas on the site which users were getting stuck and dropping off. This was identified with user testing and a UX design review. Further actions were taken on delivering content to the user which actively manages them through the journey.