Case Study / HIF

Building an award-winning digital experience.

01 CASE STUDY Overview

HIF are an award-winning not-for-profit health fund. 

HIF were looking to increase sales and streamline the way people shop for health insurance. In order to achieve this, the site needed to be easy to navigate and convey a contemporary feel that appeals to a wider audience. 

The business also wanted the flexibility to edit and update their own content in-house, including images, promotions, rewards and competitions for members to ensure the site remained fresh and content was up to date.  


Strategy, Experiences, eCommerce, Marketing
2010 - present
02 The Challenge

HIF needed a scalable site that provides a first-class member experience.

Health insurance is a heavily regulated industry. Government regulations evolve over time, as do member expectations. Our goal was to create a website that can easily evolve alongside the industry and help HIF achieve its long term business objectives. The challenge was how to bake this capability in to ensure the new site remains relevant. 

“We consider Clue to be a critical brand and technology partner for HIF, both commercially and creatively.”

Nikki Atack
03 Our Approach

Marrying technical complexity with a smooth user experience to drive growth.

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 needed 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. 

04 The Outcome

The site was named Best Ecommerce Website at the Australian Web Awards.

We are proud of the results HIF achieved as a result of this project. These includes significant increases is website sessions, revenue and average order value. Also ongoing growth in organic traffic, which accounts for over 50% of total sessions.  

We were incredibly proud when was announced as winner of Best Ecommerce Website at the Australian Web Awards in 2011. The Australian Web Awards, supported by the Australian Web Industry Association, are the only extensive, peer-judged national awards focusing on the web industry. 


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