Behavioral Design & Experimental Validation: How to apply behavioral science to the design of an insurance sales platform?

We redesigned a website applying behavioral science principles to increase sales for a health insurance company.

Photograph by Xavier Mouton

Client:

A Latin American insurance company, leader in the health, accident and vehicle insurance market.

Context description:

The organization had launched a new insurance for children, which could be purchased online and in a few steps. However, despite its ease and accessibility, sales did not meet the desired expectations. This challenge involved optimizing the design of the product's homepage using insights from behavioral science to increase the product's conversion rate and sales.

What we did:

After a review of scientific evidence, we designed 12 behavioral interventions, known as nudges, to influence the insurance purchase decision. Then, in collaboration with the client, the various alternatives were evaluated and prioritized until two specific nudges were selected. Pennies-A-Day and Anchoring were chosen for their potential to generate behavioral change and ease of implementation.

Challenge: Increase sales of the company's new children's insurance.

Behavioral barrier: It is difficult to determine the utility of insuring a child for the price of $10 per month (since there is no frame of reference). It is not intuitively known whether this is a fair or adequate price.

Pennies-A-Day intervention (message on landing page): "For only $0.33 a day, protect your children against all kinds of diseases."

Example of "Pennies-a-day" message on landing page.

Anchoring intervention (message on the landing page): "Attending to your children for a medical emergency can cost as much as $3,000."

Example of "Anchoring" message in landing page.

Methodology:

• Behavioral Design:

  • Bibliographic analysis.

  • Intervention selection workshops with the client.

• Experimental validation (field experiment).

Key results:

1. The Anchor nudge proved to be the most effective, increasing children's health insurance sales fivefold compared to the status quo (control group) version.

2. The Cents a Day version increased sales more in some cases than others.

3. Overall, an increase in conversion rate and sales was observed in the versions with nudges.

Insights for decision making:

In this case, the application of behavioral science in message and web page design is effective and cost-efficient for increasing online sales. The results indicate great potential for future implementation of other behavioral change strategies, further optimizing the effectiveness of digital marketing campaigns.

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