A new design for insurance customer that makes difference
Doga Sigorta has achieved better conversion rates with the new homepage design & structure.
Doğa Sigorta has a wide range of services including Compulsory Traffic Insurance and Optional (Kasko) Car Insurance services for car owners; also Compulsory Earthquake Insurance (DASK), Housing, Personal Accident and Travel Safety Insurance services. We,have designed and started testing a brand-new homepage and sub-pages positioning for Doğa Sigorta and directs the users to their desired product from the Doğa Sigorta portfolio, in the fastest and most effortless way.
What we did
- Requirements Discovery Analysis
- UX Strategy
- UI Design
A new perspective
We started working by investigating how to increase the noticeability of the Compulsory Traffic Insurance form at the top of the Doğa Sigorta homepage, and to make the other various insurance products in the lower part of the page more visible.
We viewed the user recordings and observed that the products on the home page can not be recognized with the existing icons and that the users make their product selections by using the menu. We also noted that there are many users who did not even notice the Compulsory Traffic Insurance form in the page showcase area. These results led us to develop this hypothesis:
The biggest difference between the two alternatives in our test, was the change in the number of transactions. Approximately 57% increase in conversion rate was achieved with the new version. In addition, after the new positioning, the 16% decrease in the number of bounces from the page was another success.
A positive change was observed in the rate of passing from the home page to all product registration pages.
Doğa Sigorta is one of the leading companies in the field of digital insurance in Turkey. It is of utmost importance that the products and services they present are able to describe themselves in a digital environment and are useful and practical for consumers. In this sense, user experience has an important role in their business processes.
- Doğa Sigorta