A Healthcare Giant Boosts Sales Conversion for Online Medical Quotes with a Cloud Native Solution on AZURE Cloud

The client is one of the leading British multinational health insurance and healthcare companies, with over 43 million customers worldwide. 

 Challenges

In 2018, the client's online quote-and-buy journey faced a significant challenge with a low 3.8% conversion rate, falling 1.1% below industry standards and declining from 2017. This inefficiency hindered the platform's ability to effectively turn leads into sales.

The low conversion rate resulted in sales falling 23% short of targets, creating a critical revenue gap and impacting overall business performance. This shortfall underscored the need for immediate action to address the root causes.

A cumbersome user journey and unclear processes frustrate customers, leading to drop-offs and lost opportunities. Additionally, incorrectly displayed promotional offers further reduce competitiveness and revenue potential.

Solution

To help the client, the Datamatics team deployed the application on Azure Cloud, ensuring a scalable, secure, and high-performance infrastructure. The team also installed a responsive CMS on Sitecore 8.2 for seamless accessibility across devices.

To streamline the user experience, the webpage design was simplified with improved navigation and user-friendly widgets, hosted on Azure's app service for optimal performance. Additionally, an AI-powered chatbot provided personalized assistance on insurance plans and policy details, enhancing customer engagement and decision-making.

The quote summary page was revamped to present information clearly, including inclusions, exclusions, and restrictions, improving clarity for users. Enhanced analytics offered a comprehensive customer view, providing actionable insights.