03 Our Approach
A bespoke design and marketing approach to push Sommer Swim into the future.
We knew our very own propriety content management system, Mintox could meet HIF’s needs and comply with industry regulations. But It was clear HIF needed a strategy to uncover the biggest opportunities.
Project discovery allowed us to gather the information and insights need to uncover those opportunities and inform the strategy.
User research and keyword analysis were used to inform the information architecture. We brought HIF’s brand to life with bright and welcoming images that reflect a healthy Australian lifestyle.
Our user research also informed the overall user experience, which was designed to increase motivation and decrease friction on the path to purchase. The simple interface and uncomplicated user experience make choosing and signing up for a plan a breeze.
As health insurance is a complicated product with many optional extras, the site uses intuitive functionality to clearly illustrate the different options and prices available. These all needed to be presented clearly in order to avoid cart abandonment, and convert potential customers into sales. For example, the quote page, which uses AJAX to dynamically update the page when the user changes their choice of cover or adds extras, presents complex information in a simple manner that is easy to digest. This has resulted in lowering the cart abandonment rate, as options are presented in bite-size chunks that don’t overwhelm the customer.
A large component of the project was the integration with a third-party system used by HIF to store their product premiums and member database. When an existing member logs into the HIF site their details are authenticated via the third-party system before the user is able to access the members’ area, which contains exclusive content, tools and help options.
The website was built with scalability in mind so that extra features can be added later to complement HIF’s future growth. This is achieved with the use of Mintox software, which allows for the addition of new and custom-built features and functionality as the requirements of the site grow and evolve over time. The net result being a higher click through and conversion rate during the checkout process.
Once launched, we’ve continued to support HIF by managing their SEO and ensure their visibility at moments that matter.