User Experience Designer at Länsförsäkringar
Practiced
User Experience Design
User research
Conversion rate optimization
Analytics
User Interaction Design
UX Writing
SEO
Länsförsäkringar, a swedish insurance company, have relaunched their website with new page templates across the whole site. Customers looking to buy insurance can now feel safe in finding the information they need in the djungle of insurances. I was Design lead and helped Länsförsäkringar create new templates for their web.
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The new structure for the pages selling insurances raised conversion rate on several pages, one page had an increase of 15%.
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A guide for editors to help them keep the framework for each local page identical to eachother.
The conversion rate increased by 15% on the child insurance page by stacking the benefits in bullets, being transparent in the CTA and placing the button above the fold.
+15%
A new template
Challenge
I had a problem. How do you get customers to tell or show you what type of information they need in order to make a conversion? In what way can we answer the questions that customers want answers to? Interviewing a number of customers and none customers, letting them create an hierarchic order of categories - I was pretty sure in what order they wanted their questions answered, and what didn't need answers, but not sure enough.
Solution
Where do people find themself in times of uncertainty? Google! By looking at queries connected to a product name, we found our answers.
Result
With Google by my side and the observations and insights gathered, I created a new page structure for Länsförsäkringars product-pages. With A/B testing, we had some amazing result showing increased conversions on several products and we could be certain that the new template was ready to be implemented.
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A guide to assist editors
Challenge
When I started my project at Länsförsäkringar, each office around the country managed their own website. This was good because the editors could be more local in their communication, however it did create a problem since they all presented the same products differently.
Solution
Create a guide for the editors that can help them in their daily work.
Result
After gathering editors and stakeholders in a workshop, I ended up with an idea of integrating a guide in the CMS that they worked with. With the guide by the editors side at all time, we could make sure that they always had a helping hand whenever they needed one.