Healthcare Provider: Personalization Campaign Improves Enrollment Rate

Overview

A nationwide healthcare provider was seeking ways to increase email engagement and, as a result, increase the login rate from these emails to pay their premiums.

Challenge

Recipients were receiving email notifications when it was time to pay their premiums. Clicking the email would bring the user to a standard, but vague, login page. Without clear messaging letting visitors know they were in the correct place, and what the next steps were, visitors were getting confused and stuck in the funnel.

Solution

Blast implemented testing on the login pages to see if adding personalized messaging identifying where visitors were would help increase login and completion rates.

Using a mirroring technique, the login page displayed the same message from the emails to elicit visitors to take action. Mirroring the same message eliminates any confusion among users and signals that they are in the correct place. Blast developed two, variations of the element highlighted in orange below, to display on the login page, “Log in to Pay your Premium Now” and “Pay your premium Now”.

Results

The results of the test demonstrated that by adding specific language, mirroring the email, and providing instructions for next steps, “Pay your premium now” had a positive impact on enrollment completion rate (+11.8%).