The Challenge
Users abandoned the self-enrollment process due to lack of clarity and trust, the team relied on assumptions rather than data, and they needed to increase conversions through systematic A/B testing.
The Solution
Adasight conducted a UX audit, developed hypotheses around building trust and simplifying the experience, and ran targeted A/B tests using Amplitude Analytics, Hypertune, and Heyflow.
Key Results
- Self-enrollments nearly doubled from 9.41% to 19.1% in Test 1
- Self-enrollments increased from 3.76% to 4.7% in Test 2
- Established experimentation framework for ongoing optimization
The Challenge
HealthPlans of North Carolina saw users abandoning the self-enrollment process due to lack of clarity and trust in the flow. The team relied on assumptions rather than data-driven decisions, and they needed to increase user engagement and conversion through systematic A/B testing but didn’t know where to start.
What We Did
Adasight conducted a comprehensive UX audit and developed hypotheses around building trust and simplifying the enrollment experience. Two A/B tests were prioritized and executed:
Test 1 — Clarifying Personal Details: Added explanations at step 4 of the self-enrollment flow clarifying why personal details were needed, addressing a key drop-off point where users hesitated to share information.
Test 2 — Building Trust on Homepage: Displayed sales agents prominently on the homepage to build trust and encourage users to begin the enrollment process.
Tools used included Amplitude Analytics for measurement, Hypertune for experiment configuration, and Heyflow for the enrollment flow.
The Results
The results were significant. Test 1 nearly doubled self-enrollments from 9.41% to 19.1% by simply clarifying why personal information was needed. Test 2 increased self-enrollments from 3.76% to 4.7% by surfacing sales agents to build trust. The engagement established an experimentation framework enabling HealthPlans to continue running tests and optimizing their conversion funnel.
We knew A/B testing was critical to keep our competitive edge, but we just didn't know where to start. The clean, methodical approach...
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