Peoplecare Health insurance is a not-for-profit private health insurer that is owned, operated and managed by its members. Peoplecare have over 18,500 contributors, covering over 40,000 people Australia wide. In 2008, Peoplecare paid a total of $39 million benefits direct to members in the form of Hospital, Medical and Ancillary benefits. In 2009, Canstar Cannex issued Peoplecare the ‘State Award for Outstanding Value Hospital Cover’. As well as this, Peoplecare won the ‘2008 Business of the Year’ award from the Illawarra Business Chamber.
Peoplecare being a member based organisation relies on the website to provide services to existing members. With the realisation of the opportunity for the website to generate new member lead generation, Peoplecare made a strategic decision to improve the conversion funnels within the website for new members through strategic planning. As well as this, the website contained dispersed information across the website for members, which required centralisation to enhance usability and satisfaction for members.
Internetrix was engaged to assist Peoplecare in planning the strategy for their new website and implement our unique six step eStrategy consulting process. The eStrategy process was targeted toward having an effective navigation for both existing members, prospective members, and other corporate stakeholders. Most importantly, the eStrategy process would ensure the new website would contain a layout and features that were targeted at increasing the sign-ups from prospective members.
Internetrix eStrategy process involved grouping of similar page types based on audience. The homepage of the Peoplecare website became the portal of the website, where the visitor would self-identify what type of visitor they were and select the segment that they belonged to: Members or New Members. Internetrix consultants structured the website so that once the visitor selected the Member’s segment they would be presented with all member information and services. This increased the usability of the members section and maximised the offer of services available to the member audience.
Internetrix consultants used Google Analytics reports and their conversion expertise to ensure prospective members would be funnelled into conversion points of the ‘New Members’ section of the website. Through clickpath analysis, a sitemap was designed that ensured information required to acquire a member sign-up would be presented from the main entry pages, and then conversion points from each of these pages were readily available. Significant effort was also made to optimizing the Peoplecare product comparison tools and how prospective members would get to those key pages. Health care products are complicated so improving these sections also provided a key outcome from the Internetrix consulting engagement with Peoplecare.