Major government health care provider quickly course corrects after redesign, leading to a 21% increase in funnel entrances
After a redesign, the UX team was analyzing real-time journey data using a Quantum Metric dashboard. Far fewer users entering the main “find plans” funnel, which is the most important call to action in the experience. The team used Interaction Heatmaps to look at the engagement at an element level on multiple devices. They noticed that on mobile, the “find plans” button was below the visual fold on many devices (meaning that 64% of users never saw it). They also confirmed that more users were clicking buttons above the “find funnel” CTA, and that was leading to less overall conversions/application completions.
Armed with this information, the team was able to quickly deploy a fix on mobile. This deployment improved the funnel entrance rate by 21%, beating their initial goals with the redesign. Quantum Metric’s real-time view into the customer experience allowed this team to quickly course correct, exceed their goals, and deliver a better customer experience.
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