Optimizing The Quote-to-buy Journey: Driving Conversions With Sitecore For A Health Insurance Company

The client is a leading European healthcare insurance company that offers a variety of digital insurance services and products. Through its website platform, the company provides easy access to medical insurance quotes and policy purchases for individuals and families who prioritize online engagement

The Challenges: Driving Online Insurance Sales

The client, a health insurance company in Europe, was having trouble turning website visitors into 
paying clients. Their Quote & Buy journey was performing below industry standards, even though 
they had a consistent stream of online traffic. This disparity brought to light important problems with digital flexibility, sales performance, and user experience.

Key challenges included:
• Low Conversion Rate:
Only 3.8% of users who received an online quote completed a purchase
- 1.1% lower than the industry average
- 0.3% lower than the client’s own previous year’s performance
• Revenue Impact:
Due to poor conversion rates, overall sales were 23% behind plan.
• Outdated User Experience:
The quote journey was too long and unclear, leading to customer drop-offs.
• Lack of Promotion Flexibility:
Promotional models were often displayed incorrectly, resulting in lost revenue opportunities

The Solution: Enhancing the Digital Quote-to-Sale Journey

Datamatics carried out a thorough digital makeover with an emphasis on usability, accessibility, and personalization in order to address the conversion and experience issues. Making the Quote & Buy process smooth, easy to use, and entertaining for users on all devices was the aim

Key solution highlights:
• Cloud Hosting on Azure: The application was hosted on Azure, providing a scalable, secure, and 
high-performance infrastructure to support smooth operations and high traffic volumes.
• Responsive Web CMS on Sitecore 8.2: Built a responsive website using Sitecore 8.2, ensuring 
consistent user experience across desktops, tablets, and smartphones.
• Simplified Webpage Widgets: Streamlined content blocks and interactive elements to improve 
navigation and overall usability.
• Modern Front-End & Security Enhancements: Leveraged CSS3 and jQuery for dynamic, responsive UI, along with robust security controls to protect personal data.
Efficient Data Capture: Designed a smooth, user-friendly interface to collect member 
information quickly and accurately.
• Interactive Chatbot Integration: Enabled real-time assistance for users to explore insurance 
plans, policy details, and FAQs.
• Revamped Quote Summary Page: Redesigned the summary section to clearly show policy 
features, exclusions, and comparisons at a glance.
• Use of Avatars (Digital Agents): Added virtual agents to give a human-like touch to online 
interactions, improving customer comfort and engagement.