Project
Insurance Content Strategy + CMS Features
Date
2020-2022
Reframing Insurance
Empowering users by improving their insurance literacy and providing premium rates data increased conversion rate by 35%.
Background
Users come to ValuePenguin for guidance and recommendations across multiple insurance products. Often times these users are experiencing an important life transition – from purchasing their first home, welcoming a new family member, to losing a job. Public perception of insurance companies is that they’re needed, but not liked or trusted.
“I don't trust any of them. I don't, because they make it too complicated, it doesn't need to be that way.”
- Health Insurance Literacy study participant
ValuePenguin’s original editorial tone was professional and report-like, intended to sound qualified and experienced. Through user testing we found that this writing style didn’t build trust; rather it continued the perception that insurance jargon is used to keep customers confused.
What can we do to build user trust?
With the support of the SEO and editorial teams, I created a content testing plan focused on making the content easier to understand and skim. If our user don’t understand what they’re reading, how can they trust our recommendations?
Reframe the complicated parts.
Express empathy.
Push transparency.
Here’s an example of the page and content structure a typical insurance page in 2020
Problems
Overwhelming and not engaging
Difficult to skim
Lengthy text leading to a lot of scrolling
“A common thread was that insurance information must be made easier to understand, whatever the delivery method.
Ideating and rolling out new insurance features
Testing concluded that the hypothesis behind building trust thru developing insurance literacy improved user engagement and ultimately conversion rate.
What did I deliver?
Find gaps in the current experience to determine what elements and tools would benefit the users
Content audit and writing guidelines
2 new page templates
10+ new insurance features
New features
Sample page with updated content and new features.
