Our UX and CRO teams observed that some users were struggling to understand Benenden’s core Healthcare proposition and convert using the join form.
To identify and implement a solution, we launched an A/B test that changed the entire Healthcare section of the website. As part of the test we made usability and accessibility improvements, and also developed a clearer hierarchy of information with greater clarification of the primary Benenden Healthcare offering.
Two different hero styles with differing content were used to help users better identify where they were in the journey and to differentiate from core journey pages to supporting content pages.
We also improved navigation, placing content into unique pages as opposed to tabs to improve usability on mobile.