Centralis helps United Healthcare double online conversions
The Client
United Healthcare is the largest business in America dedicated to the health and well-being of individuals over the age of 50. Together with its affiliates, United Healthcare provides access to health care services for more than 25 million customers. Through websites such as AARPMedicarePlans.com, the company supports consumers in researching and enrolling in appropriate health insurance plans.
The Challenge
United Healthcare chose Centralis to help optimize the performance of its marketing platform AARPMedicarePlans.com. Our client sought to showcase its Medicare plan choices, guide users to appropriate plans, and ultimately maximize online conversions.
Our Work
Using a combination of usability test sessions and interactive focus groups, Centralis explored the effectiveness of our client's site relative to key competitors. Testing revealed major opportunities to streamline the process of locating and learning about available plans. Based on the test results, Centralis recommended a revised plan search process and fundamental changes to enhance the usability of the site's plan finder tool.
The Outcome
In the first full year after implementing our recommendations, our client's online conversions increased almost 100%. On the strength of these results, United Healthcare has chosen to partner with Centralis to optimize the user experience for several additional websites.