Our Experience

Background

We worked with HCF for more than 10 years. HCF sells more health insurance online than any of their competitors. The website had conversion levels that were the highest in the industry. That is largely because of our work with this client.

A Challenge

The most difficult aspect of the re-design we undertook was the apparent complexity of Health Insurance in this country. No provider communicated their product or the reason to purchase it particularly well online so there was little or nothing to establish as a benchmark.

The HotHouse Solution

Weekly review of their business requirements and business metrics established a solid professional relationship between HCF and Hothouse. We constantly improved their conversion rates and completed a full re-design of their web site after extensive usability study to consolidate all the learning to date.

Results

• Increase in online transactions of 330% after re-design.
• 12.1% of new business online and rising.
• Cost savings of more than $6 million PA.