nib health funds

The retail website for nib health funds (nib.com.au) is the first point of contact for many prospective customers and accounts for a significant percentage of nib's sales. Usability is a key focus for the nib web development team.

eCommerce and CRM Manager Adam Hatfield says his team researches customer requirements for its websites before launch but that they also concentrate on continually developing improvements in functionality and conversion rates post any launch.

"Last year we reviewed web analytics and conversion testing tools as well as consultancies who could assist us," Adam says. "We were looking for an intelligent, cost-effective process providing us with control, flexibility and the chance to learn.

"Benjamin Mangold, Analytics Director and his team at Loves Data showed us that Google Analytics and Google Website Optimizer could meet our needs cost effectively."

Using Website Optimizer to Test Colours and Layouts

The 'Health Insurance' landing page on nib.com.au was selected for conversion testing using Google Website Optimizer. The objective was to measure the effects of different design, layout and colour elements on the conversion rates for key actions by visitors.

Loves Data's team created seventeen variations of the 'Quick Quote' page with different combinations of design, layout and colour elements.

A variety of different colour buttons were also tested for the 'Join Today' as well as other buttons on the page to see if this made a difference to the number of visitors who engage with them.

This test provided the opportunity to conduct scientifically controlled conversion optimization testing on the landing page to validate the use of different call to action colours on a page, which was predominantly green, in keeping with nib's established brand colour.

Controlled Risk-Free Scientifically Based Results

Google Website Optimizer automatically presented the landing page variations to small but statistically valid samples of visitors and within a few weeks the data showed the preferred combination.

The web development team at nib were able to further refine the design and layout of the landing page with orange buttons on the basis of objective data.

In response there was a 32.17% increase in visitors travelling through the new 'Quick Quote' landing page, which also translated into an increase of visitors flowing through to join online.

"For us as a business it was a good opportunity to question the status quo and allow us to test assumptions and make improvements on the basis of measured results," Adam said.

Plans For Future Conversion Optimization Tests

Having demonstrated how it can improve conversion rates so significantly, the web development team at nib plans to make conversion testing an integral part of the design and development of their site.

They have also implemented other successful tests such as optimizing the home page quote form. Google Website Optimizer is now part of nib's new web functionality design process.

"Website Optimizer was something new to nib and it was critical that we worked closely with Loves Data," Adam said. "We learned a lot and built awareness of the power of these tools across the business. We also proved you can reduce the risk in changing key online design elements by testing first."