HealthPlans of North Carolina: Optimizing Sign Up Flow Through A/B Testing

• Self-Enrollment Increase Through Improved Explanations (A/B Test #1): A/B tested a new approach within the self-enroll experience by providing a clear explanation as to why users were required to input their details, leading to a significant increase in self-enrollments from 9.41% to 19.1%.
• Improved User Trust by Displaying Sales Agents (A/B Test #2): Tested displaying sales agents on the homepage, hypothesizing that it would build trust and engagement. Increasing from 3.76% to 4.7%

Overcoming Barriers in Sign-Up Flow Optimization

HealthPlans of North Carolina faced challenges in optimizing their self-enrollment process, particularly:

• Users were abandoning the self-enroll process due to a lack of clarity and trust.
• Without proper understanding of user behavior, the team relied on assumptions rather than data to make decisions.
• Needed to increase user engagement and conversion through methodical A/B testing.

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Planning: Identifying Key Testing Areas and Hypotheses

• Collaborated with the HealthPlans team to evaluate their tracking for the Sign Up flow.
• Conducted a UX Audit to evaluate the self-enroll process, identifying friction points and opportunities for improvement.
• Developed hypotheses focused on building trust and simplifying user experience.
• Prioritized two A/B tests for immediate implementation based on potential impact.
  

Execution: Implementing Two A/B Tests for Sign Up Flow Optimization

1. A/B Test #1: Provided users with a simple explanation at step 4 of 4 of the self-enroll process, clarifying why personal details were needed.
2. A/B Test #2: Displayed sales agents on the homepage to build trust and increase user engagement.

Adasight Worked closely with the internal development and product teams to execute the tests and ensure accurate tracking.

Tools Used to Improve Efficiency in their Sign Up Flow

• Amplitude Analytics for comprehensive data tracking and granularity of user behavior
• Hypertune for efficient A/B testing, allowing for advanced experiment management and automated optimization
• Heyflow for rapid prototyping and iteration

Doubling the Conversion Rate of their Sign Up Flow

• A/B Test #1: Increased self-enrollments from the Quote experience by nearly doubling the conversion rate from 9.41% to 19.1%.‍
• A/B Test #2: Improved self-enrollments from the website as a whole, increasing from 3.76% to 4.7%.

Through these A/B tests, the company gained valuable insights into user behavior, enabling them to fine-tune their self-enrollment process and build greater trust with their users.

The tests resulted in a near doubling of sign-ups, laying a foundation to plan other growth experiments. As well, these prove the effectiveness of experimentation in optimizing key business metrics.